The advertising industry's focus on diversity, which peaked in 2020, has settled into a new normal in 2021. Although there is still too much empty sloganeering, a few organizations have committed to the long-haul work meant to deliver change. Instead of press releases and slogans, some companies are implementing programs that they hope will represent a shift in the industry. While there remains ample attention to the talent pipeline, there is a growing desire to address supplier diversity, recognize diverse creators and more. Sensing this shift in priorities, Publicis Media has decisively acted with the creation of the Once & For All Coalition -- an industry-wide ambition that is launching with a mandate to seed an inclusive ad system. This is a significant milestone along the path to creating an inclusive advertising model in the ways that matter most.
The advertising industry, like any giant behemoth, is resistant to change. Some resistance is due to inertia, and some is because of the intractable nature of the problem seeking to be solved. There are a myriad of factors contributing to the lack of diversity among suppliers in the industry. It is clear that a more diverse supplier base is an untapped advantage for an industry struggling with innovative ways to remain relevant. Diverse suppliers allow for more competition in the marketplace. Better sourcing could result in more agile strategies, and audiences are keener than ever to understand the many ways inclusivity can be achieved.
In short, this is not just a challenge of diversity, i.e., representation. It goes much deeper than that. The best way to meet the challenge is with an intersectional focus working within and without the walls of any given organization. "We (Publicis Media) have been focused on these issues for a long time and embrace the spotlight that comes with moving ourselves and our industry partners in a different direction," says Lisa Torres, President, Multicultural Practice, Publicis Media. "We've been very intentional about making sure this is not a moment but a sustainable movement."
For there to be sustainability, there must be accountability. Once & For All relies on both form and function to drive sustainability. One part of this is a keen recognition this is not the time for accolades.
"This is not about what percentage of dollars you're investing in a particular group," Torres explains. "It's about how do you change the systemic racism and the legacy barriers, intentional or not, that have caused you not to spend enough and put us in a predicament that we are in today. I will say this right now: I don't think anybody should be applauding themselves for percentage of spend."
A sustainable movement requires solidarity -- and Once & For All is predicated upon that. Membership is open to all Publicis Groupe clients, and thus far, 21 have answered the call. The Once & For All roster is rounded out by 23 leading minority-owned or targeted suppliers as well as industry leaders, such as the Association of National Advertisers (ANA) and the Alliance for Inclusive and Multicultural Marketing (AIMM).
"If you don't put in the infrastructure and the mechanisms to measure to make sure that this is a sustainable initiative, it will die," Torres asserts. "We didn't want these initiatives and investments to land solely as DEI or CSR efforts, and the more stakeholders we have engaged, the less likely that is to happen." Numbers power movements, and those are being brought to bear in this effort.
As with any movement, timing matters, and if you don't get that right, you risk falling back into familiar patterns. There has always been a business case for initiatives like Once & For All, but this time it feels different. This is the moment that is primed for movement.
Even an industry veteran like Torres, who has seen it all, agrees this time feels different. "I also always joke it's the same movie [but] I want a different ending," she says. "That different ending is going to happen because of the impact on customers. More than ever, customers recognize their worth, the influence they control and are holding on to shifts in buying power."
Ultimately, the longevity and impact of Once & For All remains to be seen. But what is obvious and most important is that the necessary reallocation of resources is happening throughout the industry. This type of work wouldn't be possible if stakeholders were not engaged and encouraged to do this publicly and deliver collective results. "Simply put," Torres concludes, "I would love to see in large conferences a client, a supplier, an agency and a measurement team all get highlighted as the gold standard of how collaborative work can invoke change."
Once and for all, the time for that idea is here, and not a moment too soon.
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