• Second global industry survey aims to measure progress on DEI

Toronto, March 15, 2023: The global advertising and marketing industry is holding a mirror up to itself and has launched a second global DEI census. Overseen by the World Federation of Advertisers (WFA) globally, the Association of Canadian Advertisers (ACA) is leading the initiative in Canada.

Building on the successful inaugural census of 2021, this new research will give us a more comprehensive benchmark of people’s perception of diversity and inclusion in the workplace, their sense of belonging, and level of discrimination in our industry.

In 2021, the global census data revealed one in seven people would likely leave the advertising and marketing industry on the back of a lack of diversity and inclusion. This second survey will enable us to monitor progress.

“This second census is even more important than the first because it will allow us to measure the progress the industry has made in the last two years, if any,” said Ron Lund, President & CEO of ACA. “Importantly, the data from this survey will help inform an action plan for continuous positive change,” Lund emphasized.

The ACA is pleased to welcome back its partners Ad Standards, Canadian Directors Media Council (CMDC), Digital Advertising Alliance of Canada (DAAC), IAB Canada, the Multicultural Marketing Alliance of Canada (MMAC), thinkTV, and media partners, Strategy and Marketing News Canada, to help drive awareness and participation in the survey.

This year’s census will cover 33 markets, including Canada. Both globally and locally, the ambition is to generate the largest and most representative sample possible.

“What gets measured gets managed. Our industry is facing a well-documented talent crisis. Ensuring our industry is more diverse, equitable and inclusive will go a long way to addressing this challenge. There are patently clear moral and business cases for why our industry must better reflect the diversity of consumer we all aim to reach. This is why this exercise is so critical,” said Stephan Loerke, CEO of WFA

The survey will be live between March 15 and April 15. The results will be compiled and analysed by Kantar and the key global findings will be published by Campaign’s global network of editions later in the spring. The Canada-specific findings will be published by Strategy.

Relatedly, the ACA formed a Diversity, Equity and Inclusion Committee in 2020 and have recently launched a blog series titled, Mission Possible: Championing DEI, which provides our members and the marketing community with tangible tools to cultivate and advance diversity, equity and inclusion in Canada.