New research from the WFA reveals that nearly half of major multinational marketers (49%) are struggling to measure Diversity, Equity and Inclusion (DEI) efforts in the content production space and the same number find it hard to set consistent targets across markets and suppliers.
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Many marketers – about a third, according to the new research – are just beginning to incorporate DEI initiatives into their advertising production operations with almost a quarter of those indicating they have only started to consider it this year.
More than four in 10 are also struggling to identify diverse suppliers, with 22% saying that while driving DEI initiatives in the US is more straightforward, the rest of the world is a challenge. While 24% of those polled describe their efforts in North America as “very mature,” just 16% say the same is true for their initiatives in Europe and 4% in LATAM. APAC and MEA efforts are virtually undetectable.
The results are based on responses from executives at 32 different companies with a total cumulative marketing and media spend of $81 billion last year. Seventy percent of respondents had global roles.
The new research is highlighted in the WFA’s first-ever guide to embedding DEI in the content production process. Unlocking Creativity: The Impact of DEI in Content Production was developed by members of WFA’s Diversity & Inclusion taskforce in conjunction with DEI consultancy, Creative Equals, and outlines key processes that brands can rely on as they work towards improving their DEI performance and track outcomes.
The playbook offers a collection of best practices from brands like Diageo, Haleon, Pepsi, P&G, Reckitt, Visa and Unilever.
Other key findings from the research include:
“In the fast-paced FMCG advertising sector, the rush to produce content quickly and on reduced budgets often compromises preparation, support, and safety on set,” said Elizabeth-Peyton Jones, founder and CEO, Talent Trust. “The lack of diverse crew, the inadequate translation of essential documents for foreign language speakers, and the scarcity of women directors highlight critical inclusivity gaps. Addressing these issues requires a consolidated, concerted effort with adequate resources and a unified direction to build an infrastructure that supports diversity, equity, and inclusion in every production aspect.”