The 2024 edition of The Myers Report Survey on Advertising Industry Inclusion & Belonging, commissioned by MediaVillage Education Foundation in collaboration with the ANA, 4A’s, and leading agencies, delivers a promising outlook for the advertising industry. This survey, conducted in July 2024, gathered responses from 3,460 advertiser and agency professionals responsible for media planning, buying, and decision-making. The results reveal overall positive advancements in key areas such as career growth and social opportunities since the pre-COVID survey. However, there remains a notable need for improvement in fostering social opportunities across the industry and better connecting underrepresented groups, particularly LGBTQ+ respondents.
The data confirms an encouraging direction for the industry as it responds to evolving inclusion and belonging initiatives. Moreover, this research report emphasizes key positive outcomes, while also addressing areas for improvement, particularly for social inclusion across cohort groups and younger professionals.
Key Positive Findings
- Overall Improvement in Career Growth and Opportunities:
- A substantial percentage of professionals across all cohorts (ranging from 67% to 88%) rated their career growth opportunities highly, with significant increases in satisfaction compared to pre-pandemic surveys. This is particularly true for the ethnic minority groups and those aged under 35, where 88% rated career growth favorably, suggesting a broader industry commitment to fostering upward mobility.
- The improved performance of the industry in providing more structured and transparent paths for career advancement indicates that efforts to address DEI (Diversity, Equity, and Inclusion) initiatives are having a meaningful impact.
- Perception of Social and Professional Networking Opportunities:
- While there are areas of improvement required, 70% of professionals overall rated social opportunities favorably, demonstrating the progress made in fostering more inclusive work environments. This marks a positive shift, signaling a more socially integrated workforce.
- The ability to connect across various groups in professional settings has expanded, especially for racial minorities, where 78% express satisfaction, up from previous years.
- LGBTQ+ Representation and Inclusion:
- Although LGBTQ+ respondents consistently reported slightly lower satisfaction across key attributes, such as social opportunities and career growth (ranging from 66% to 83%), this cohort has shown significant improvement since prior surveys. LGBTQ+ respondents experienced an increase of 10% or more in several areas, including social inclusion (up to 68%) and overall career growth perception (up to 83%).
- While disparities remain, the progress indicates that industry efforts are starting to reach this cohort and offer more inclusive experiences. Continued focus and attention are essential to maintaining this upward trajectory.
Areas for Improvement
- Social Opportunities and External Connections:
- Despite the positive results, there is a clear need for improvement in social opportunities, particularly for younger professionals and LGBTQ+ respondents. The survey reveals that only 62% of respondents under 35 and 66% of LGBTQ+ respondents rated social opportunities highly.
- This underlines the need for the industry to increase efforts in creating external networking events and opportunities for younger professionals and underrepresented groups. External social integration should become a priority, fostering stronger relationships and a sense of belonging within the industry.
- Addressing Disparities Among LGBTQ+ Respondents:
- Although the perceptions of LGBTQ+ respondents have improved, their overall ratings still lag behind other cohorts. For instance, only 66% rated social opportunities favorably, compared to 74% among other groups. Similarly, LGBTQ+ respondents rated their career growth satisfaction lower at 74%, compared to 80% across other groups.
- This disparity requires focused action. Creating more inclusive policies and providing specific programs targeting this cohort is essential to ensuring equity across all groups. The industry must continue to address these gaps to maintain a more diverse and inclusive workforce.
Conclusion
The 2024 Myers Report Survey on Advertising Industry Inclusion & Belonging reveals a largely positive outlook for the advertising industry. Career growth opportunities have improved substantially, and social integration is on the rise across various cohorts. However, as a “canary in the coalmine,” this survey highlights persistent areas that require improvement, particularly in creating more external social opportunities for younger and LGBTQ+ professionals.
In light of these findings, the advertising industry should celebrate its progress while simultaneously recognizing the work that remains. Increasing social and professional networking opportunities for underrepresented groups, particularly LGBTQ+ professionals, and ensuring a continuous focus on inclusion for younger team members, is key to fostering an even more connected and equitable industry environment.
The Myers Report continues to serve as an accurate forecaster of trends in the advertising industry, providing essential insights for agencies, brands, and professionals alike. This year’s results offer good news and a call to action for industry leaders to remain vigilant in their efforts to build an inclusive future for all.
