The World Federation of Advertisers (WFA) has launched the first-ever global marketing and advertising census, as it looks to gain insight into the diversity, equity, and inclusion challenges facing the industry.
‘The Global DEI Census’ gives members of the industry in 27 countries the opportunity to provide socio-demographic data about themselves and perceptions of their workplace until 2 July. It’s the result of a cross-industry collaboration between the WFA, Campaign, Kantar, GWI, Cannes Lions, Advertising Week, The Effies, the European Association of Communications Agencies (EACA), and VoxComm.
“We are thrilled to be part of this historic effort. The data from so many markets will be incredibly powerful in helping the industry focus its efforts on where they are most needed, helping us become a better, more diverse and more inclusive industry,” said Tamara Daltroff, Director General at EACA and President of VoxComm.
The markets participating in the census include Belgium, Brazil, Canada, Colombia, France, Greece, the Gulf Cooperation Council (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates), Hong Kong SAR, China, India, Ireland, Japan, Malaysia, the Netherlands, New Zealand, Pakistan, Portugal, Singapore, South Africa, Spain, Sweden, Turkey, and USA.
National association and their agency counterparts will drive samples at local level, while those involved in the WFA Diversity and Inclusion Task Force will drive the initiative top-down. Supporting organisations include Beiersdorf, BP, Diageo, DDB, Grupo Bimbo, GSK, Havas, Just Eat, m/SIX, Omnicom Media Group, Reckitt, Singapore Tourism Board, TBWA, and WPP.
“This is an unprecedented act of unity by the global marketing industry,” said Stephan Loerke, WFA CEO. “We are humbled and delighted by the support from our global and regional partners and, critically, from the national advertiser and agency associations – and their partner organisations – who are helping to drive the local samples.”
The global census builds on the work of the UK’s ‘All In’ Census, which was delivered by the Advertising Association, ISBA, IPA, and Kantar, with support from Pearl & Dean, Saatchi & Saatchi, Channel 4, GSK, and Creative Equals. That survey managed to amass more than 16,000 responses, estimated to represent around 20% of the UK’s advertising workforce.
