Black, disabled and working class talent will be the focus of updates to the UK advertising sector’s All In Action Plan to improve inclusion across the sector, following the results of the 2023 All In census.
The census, which collated the views of 19,000 respondents across the marketing industry, revealed that 31% of Black respondents felt undervalued compared to their colleagues.
The industry-wide survey of UK advertising’s workforce was first launched in 2021 to improve representation and inclusion in the industry, aiming to create a workplace where everyone feels they belong. The resulting Action Plan was created in partnership with the Advertising Association, IPA and ISBA.
According to the most recent survey, just 2% of Black respondents were in C-suite positions. Meanwhile, working-class people continue to be underrepresented in the advertising industry making up just 20% of the sector compared to the national average of 40%.
In addition, 28% of disabled people who responded said that their company was supportive but could do more, while 4% felt their workplace was unsupportive.
The All In Action Plan updates include investing in a sponsorship programme, specifically asking visitors if they have accessibility needs, and adopting an early careers social mobility toolkit.
“The 2023 All In Census results highlighted that the All In Action Plan is still just as important today as when we launched it in 2021. Progress has been made, but there is still more work to be done,” said Pearl and Dean CEO and chair of the inclusion working group Kathryn Jacob.
“Our objective is to continue to promote, encourage and advocate for better representation, inclusion, and equity in UK advertising’s workforce.”
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Details of the full action plan have been published on the All In Hub alongside the 2023 All In Census findings.
“The latest All In Census highlighted that the work and career environment for Black talent is still comparatively negative, resulting in poor retention and impairing progression – factors which are key to ensuring long-term sustainable inclusion and representation,” said Black Talent Working Group and Dentsu chief operating officer Ete Davies.
Disability working group chair and MFUSE COO and client lead Danny Josephs said: “The data tells us that too many disabled people fear disclosing their disabilities because they think it will harm their career development.”
“We want to normalise the conversation around disability by always asking the question ‘Do you have any accessibility requirements?’– our aim is that it becomes as ubiquitous as the question ‘Do you have any dietary requirements?’”
All In social mobility working group chair and global commercial operations director John McGeough added that a focus on early careers and “how we recruit, train and support working class talent is the most effective way to make a difference”.
