NDA’s Media Pride series talks to leaders across the industry to understand the opportunities and challenges within our industry’s LGBTQIA+ community. Next up is Hannah March is Chief Growth Officer, Fold7. Hannah heads up growth strategy for creative agency Fold7 and is an active member of LGBTQIA+ advocacy group Outvertising.
What is the biggest challenge for members of the LGBTQIA+ community in our industry and how is it being overcome?
We are living through a time when battles we thought had been won are being fought again. Where the rights of LGBTQIA+ people – previously a bipartisan issue – are being highly politicised.
Axios found that mentions of DEI and “diversity equity and inclusion” in earnings calls have dropped roughly 82% since Q2 of 2021. This is especially true in the last few months in the USA, the largest global advertising market, that often sets a precedent for the rest of the West.
Big advertisers like Google & Meta as well as agency titans like Accenture Song and most recently, WPP, have all dropped or begun to downplay diversity initiatives with varying degrees of aggression. Initiatives that exist to address hundreds of years of iniquity, make our businesses better places to work and the world a better place to be. A sad reminder that DE&I in business is often performative, not values based.
Around 63% of employees across all generations said they prioritize DEI programs when it comes to choosing which company to work for, while 73% of Gen Z and 68% of Millennial respondents said the same. (EY)
By ignoring the wishes of their talent pipeline businesses risk losing out to more inclusive competitors.
But there are businesses that are willing to speak out and it’s time now to shout louder than ever. It’s up to business leaders to make it clear that there when will be no rolling back on their watch. To keep the business case front and centre that inclusivity and diversity means bigger profits. There are many detailed reports on this (The Outvertising Advocacy Playbook and the Open for Business investor guide are good starting points).
What things could employers do to make the industry better for the LGBTQIA+ community?
As employers there are things we can do to make the industry better for the community.
- Reassure internally that diversity matters to the business and matters to the industr
- Continue with programs and keep policies in place, champion, and hero your people, drive representation in the work we make
- Be visible when it comes to your stance on DE&I. Where visibility is currently challenging (for example the US), explore ways to support diverse communities in less visible ways, such as supporting NGOs/charities with resources and pro bono work. Engage with industry-specific expertise groups like Outvertising.
What impact can a more inclusive approach to LGBTQIA+ communities in our industry have on society as a whole?
The business case is clear. Several recent studies including one by Gallop have shown that a large proportion of Gen Z identify as LGBTQIA+, almost 30%. Last year Kantar published a study that showed three quarters of consumers said a brands diversity and inclusion reputation influences their purchase decisions.
Upending the myth of ‘go woke, go broke’, and showing that progressive advertising is proven to drive sales. Open for Business’ report “The Investor’s Guide to LGBTQ+ inclusion” found that in an analyses of the FTSE 100, Fortune 100, the ASX50 and the DAX40, the companies that were most transparent on LGBTQ+ inclusion were 2.3 times as profitable as those who were least transparent https://open-for-business.org/reports
The ethical case is that the advertising and media industry have a disproportionate influence on culture and the societies we live in. Positively shifting our businesses and the work that we put out into the world, has a direct impact on the lives of the community by increasing acceptance, helping to reduce hate crime and providing role models to young people who might not see themselves reflected in their every-day lives.
What support structures and organisations are most important and effective to the LGBTQIA+ community in the industry? What more is needed?
The Outvertising Advocacy playbook has a lot of great info on this but largely this can be split into internal and external. Internally, establishing an EDI function, providing tools and resources, evaluating policies and processes and supporting or setting up employee resource groups.
Externally, involvement in and support of organisations like Outvertising as well as offering advice on where employees can go for external support on specific topics if they need it. More funding is needed for sure, but more businesses just getting and staying on board with a positive diversity trajectory will help us weather this madness.
What can brands, agencies and tech companies do to ensure they aren’t merely rainbow washing?
Rainbow washing is an effort to look inclusive, perhaps in order to reach a certain audience or position your brand in a certain way, without doing the harder work of actually supporting that group. The most important thing is to ensure your house is in order first. In bigger businesses, ensuring you have an active and supported LGBTQ+ Employer Resource Group is a great place to start.
Ultimately, if this is important to you and you are prepared to listen and learn, that’s the opposite of pink washing.
How effective are trade bodies, industry awards, and the industry press at supporting and promoting LGBTQIA+ inclusivity?
The IPA have a great talent and diversity hub with excellent resources and training. A few years ago, ISBA launched the 10 C’s of change identifying areas where DE&I initiatives can have the most impact. The All In initiative from Advertising Association, ISBA and the IPA is a brilliant program aimed at helping agencies move initiatives forward. Industry press, particularly Campaign Magazine and The Drum have been huge allies of the LGBTQIA+ community.
Championing and featuring thought leaders like Marty Davies and Andrew Tindall and Campaign particularly, adding both All in Champion status as well as a question on transitioning policies at work into their yearly school reports.
I’d love to see more inclusion awards for work. Ch4 obviously have a brilliant one that offers free media placements to the winner – a great example of walking the talk. I’ll close by encouraging brands that advertise to ask for representative work. This has the power to deliver more impact than most other initiatives combined.
