P&G's Marc Pritchard Sets Diversity Priorities and Goals for Ad Community (VIDEO)

Mark PritchardThe theme for this week is quotFrom Inclusion to Belongingquot It reinforces our deep commitment in the marketing advertising and entertainment industry to drive systemic change for equality And it reinforces our deep commitment to develop a fully inclusive industry where everyone feels they belong can bring their full and unique self to work and make a difference every day and where everyone has every possible opportunity for a fulfilling and meaningful careerI39ll highlight three industrywide actions we39re taking to deliver on these commitmentsThe path to inclusion and belonging starts with equality so our first industry action is to achieve equal representation in the creative and media supply chain agencies production crews and media companies This means every link in the chain at every level reflects equal gender representation 5050 women and men and race and ethnicity representation equal to the US population 13 Black 19 Hispanic 6 AsianPacific Islander and 2 Native American for a combined 40 multiculturalAccording to a 2020 McKinsey study the media and entertainment industries are seeing some positive trends with women making up 49 percent of the workforce compared to 38 for all industries At early levels women are at equal representation with men but inequalities still exist within senior leadership levels as women hold only 22 of Csuite roles This must changeThe 2021 Myers Report indicates similar trends in race and ethnicity At the early levels representation nearly doubled in the last two years with Hispanic representation doubling to 15 and Black representation accelerating fivefold to 20 However representation at the more senior levels remains low We must build a better experience to both retain and advance diverse leaders to the senior levels in companies throughout the media and entertainment industryAmong marketers the 2020 ANA Diversity Study indicates that 63 of all marketers are women with 53 at the senior levels a 7point jump in two years That same study indicated up to 30 representation across race and ethnicity both overall and at senior levels We39re getting closer to our 40 goal so we need to keep the momentum goingSo progress but more needed And companies everywhere are stepping up to go beyond recruiting to create inclusive environments where people feel like they belong and build meaningful careers with education training opportunity empowerment and growth for allEqual representation enables accelerating our second industry action eliminate bias and racism through the accurate portrayal of all humanity in advertising content and media The images and words we create embed memories into our brains that form bias So it39s our responsibility to accurately portray every human being regardless of gender race ethnicity sexual orientation gender identity ability religion body type or age No stereotyping objectification misappropriation diminishing or denigratingThe SeeHer movement is a driving force and developed the Gender Equality Measure or GEM to measure accurate portrayal Today 57 of all ads tested are above average up 12 since SeeHer started Women representation in ads has increased by 21 Sixty eight percent of ads have women as role models a 16 increase Fortyfive percent of ads show women in STEM careers up 54 And 61 of ads show women as successful professionals a 22 increase This progress demonstrates our power to make a difference amp8230 and we won39t stopThe Alliance for Inclusive and Multicultural Marketing or AIMM is doing similar work for race ethnicity and LGBTQ and People with Disabilities communities Here progress is mixed over the past two years Culturally relevant ad scores are flat for the Black community up for Asian and Pacific Islanders but down for Hispanics LGBTQ and People with Disabilities We all need to step upAccurate portrayal and cultural relevance help eliminate bias and racism and promote equality inclusion and belonging It is an important part of our jobs and we will be relentlessAnd the third industry action is to eliminate systemic investment inequalities in the Black Hispanic Asian Pacific Islander and Native and Indigenous ownedandoperated media ecosystem Data is lacking but estimates indicate that only 5 of US spending is invested in multicultural media with less than one percent in Blackowned media We are clearly underinvesting and we all need to step upIn May the ANA Board of 41 CMOs met to agree to several collective steps to achieve systemic investment equity One we39ve distributed a roster of over 500 media companies visible to all so there39s no excuse not to invest Two we39re creating new systems and resources with agencies for planning and buying for diverseowned media companies Three we39re making direct deals with diverseowned media companies to ensure increased investment For example PampampG is working directly with dozens of Blackowned and operated media companies and accelerating programmatic to achieve our goal to be the No 1 media spender We39re doubling spending then doubling again and again while investing in new programming content to expand the media ecosystem As marketers it39s up to us to invest to eliminate systemic inequities and make the ecosystem biggerThese systemic actions are necessary because today39s media system was built for the majority We need to build a new system to enable full access equal opportunity and a level playing fieldI could go on but let39s get startedThe issues are clear We39re making progress but we must stay the course Because when we achieve equality inclusion and belonging we get better innovation amp8230 better problem solving amp8230 more economic inclusion that makes markets grow amp8230 and more growth Doing this work enables each of our companies and our collective industry to be a true force for good in society and a force for growth in businessClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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P&G's Marc Pritchard Sets Diversity Priorities and Goals for Ad Community (VIDEO)

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