Stay the course on DEI and sustainability: an urgent call to action
Author
Stephan Loerke
CEO
World Federation of Advertisers
Recent trends in the marketing industry are deeply concerning, with many companies retreating from their vocal stances on Diversity, Equity, and Inclusion (DEI) and sustainability. This shift is alarming, especially as these commitments are more critical than ever.
A stark reality
A reluctance to speak out and act decisively on DEI and sustainability issues feels like a significant regression for our industry.
The WFA-led 2023 Global DEI Census has brought to light a stark reality: one in seven marketing professionals globally is contemplating leaving the industry due to a lack of representation and inclusivity. This statistic alone should serve as a wake-up call for all of us.
One in seven of the people in marketing globally may leave the industry as it doesn’t reflect, accommodate or welcome their lived experiences. We definitively need to change that if we want to continue to be able to attract the best talent.
Navigating public criticism and economic challenges
In today’s polarised and tension-filled world, it is understandable that brands may fear public criticism for taking a stand. However, this should not deter us from communicating our commitments, albeit with nuanced and thoughtful approaches. In challenging economic times, shareholders may prioritise growth, but it is crucial to recognise that DEI and sustainability are integral components of the growth agenda, not distractions from it.
The return on investment (ROI) for DEI and sustainability initiatives is clear and well-documented. Progressive brands that champion these causes are shown to drive business growth. Upcoming research from the Unstereotype Alliance, unveiled this year during the Cannes Lions, reinforces this point. Consumers increasingly expect brands to lead in addressing society’s most pressing challenges, and numerous studies indicate that people trust brands more than governments, media, and civil society to effect real change.
Maintaining momentum for progress
How can we expect to engage the public in efforts to mitigate climate change if we shy away from discussing it? How can we connect with diverse communities and drive brand growth if our marketing fails to represent their lives? If we step back, who will champion progress in these vital areas?
As an industry, we must remain steadfast. Committed to making progress, not seeking perfection, WFA has launched a new guide to DEI in Content Production to help marketing teams accelerate representation both behind and in front of the camera.
While we naturally want our discussions to celebrate creativity and its impact on brand growth, we must also address the broader questions about our roles as brands and agencies in improving the world we live in.
Advancing sustainability and DEI while driving brand growth are not mutually exclusive pursuits. Notably, these agendas are at the heart of award-winning work. For instance, last year, 45% of Gold Lions distributed during the Cannes Lions international Festival of Creativity featured initiatives involving DEI or Social Impact.
In 2019, Sir David Attenborough (biologist, natural historian and known as the voice of The Blue Planet) emphasised that climate change is fundamentally “a communications challenge.” If we, as experts in communication and creativity, cannot address these issues, how can we expect to advocate for them in the boardroom?