Post-Pandemic Mark: Women's Continued Absence in the Marketing Sector, Three Years Later
Here's a fresh take on the topic:
Let's dive into the state of diversity, equity, and inclusion (DEI) in the advertising world whirlwind of 2025! Last year, advertising bigwigs made a commitment to beef up DEI efforts. Today, we've got the scoop from She Runs It and other studies that spill the tea on progress and setbacks.
According to a survey by MediaLink, only a measly 18% of marketers ranked DEI and environmental sustainability as their top priorities. Tsk, tsk! Peep the results of another study and it becomes clear that our current DEI efforts just ain't cutting it when it comes to representation. The 4A's data from 2023 shows a jaw-dropping surge in white agency CEOs—going from 71% to 90% between 2021 and 2022.
Lynn Branigan, the fearless leader of She Runs It, declared, "The point of all this hard work is to have our workforce mirror the diverse population we aim to serve."
Marketing is shifting gears, baby! These days, inclusive marketing ain't just about being nice—it's a game-changer for business growth. Luring in new customers and keeping them coming back is all about catering to diverse audiences with targeted campaigns. Just remember, it ain't enough to tick off a few demographic boxes—brands need to dig deep and understand the complexities of intersectionality.
Brands gotta show real, raw authenticity with their messaging to resonate with consumers in 2025. Gone are the days of shiny, generic ads—the spotlight is on honest narratives that reflect the diverse tapestry of experiences out there. And let's not forget about representation behind the camera! It's crucial to place diverse creators in key roles, from directors and producers, to ensure a real, genuine story.
Now, financial investment is a vital part of making authentic DEI a reality. That means shifting budgets to certified diverse agencies that actively support underrepresented communities. Brands can even score major points by cooking up inclusive products that speak to a broad audience. Remember Fenty Beauty's game-changing foundation range? Boom! Market disruption and huge growth, all thanks to inclusivity.
But here's the kicker: we still gotta watch out for tokenism, poor inclusion, and a lack of diversity in creative roles. The key challenges are implementing accountable measures, figuring out the intersection of privacy, AI, and inclusivity, and ensuring brands avoid superficial DEI efforts that mean business—rather than the community.
She Runs It is one of the organizations leading this DEI charge, crusading for authenticity, integrity, and wholesome change. From pushing brands to commit to DEI beyond the surface-level, to advocating for systemic changes in marketing budgets and agency partnerships, they're on a mission to revolutionize the industry.
And there you have it, the DEI state of play in advertising in 2025. Inclusive marketing ain't just about being popular anymore—it's a long-term strategy for building a robust brand with a foot solidly planted in the cultural landscape. But let's keep the fight going to make sure we're getting real results and righting mishaps that keep the industry from reaching its full potential.
Notes:
- Authentic storytelling and ending tokenistic marketing practices are important focuses in DEI efforts.
- Intersectionality plays a crucial role in DEI, as individuals' experiences are defined by multiple unique factors.
- Diverse creative leadership and production teams are essential for authentic storytelling.
- Investing in diverse agencies and suppliers is integral to the long-term success of DEI initiatives.
- Inclusive product offerings can drive market disruption and brand growth.
- Challenges in DEI include tokenism, ineffective marketing, lack of diversity behind the camera, measurement, and accountability, and balancing privacy, AI, and inclusivity.
- Organizations like She Runs It are advocating for genuine, comprehensive, and strategic DEI efforts in the advertising industry.
In the quest for a diverse and inclusive advertising landscape, it's crucial for brands to invest in certified diverse agencies that foster a genuine representation of underrepresented communities. Authentic storytelling and ending tokenistic marketing practices are key focuses in DEI efforts, as brands strive to create products that connect with a broad, diverse audience. On a broader scope, organizations like She Runs It are championing the cause of authentic inclusivity in marketing, advocating for systemic changes that extend beyond surface-level commitments, and promote a long-term strategy that roots brands deeply in the cultural landscape.
