Industry chiefs urge everyone to complete All in Census

UK advertising and marketing industry bosses are calling on everyone who works in the sector – whether client, agency or supplier side – in the first ever official Census, in a major initiative designed to tackle concerns around diversity and inclusion and ultimately build a better workplace for all.

Organised by the Advertising Association, the IPA and ISBA, the “All in Census” takes place today with hundreds of organisations across agency groups, brands, media owners and tech platforms pledging to get their employees to take part.

The aim of the Census is to establish the very best record of the make-up of UK advertising and marketing workforce and a vital benchmark for progress. Currently, there is only the IPA Agency Census, which although well established, is by its very nature limited to the agency community who are members of the association.

The results of the All in Census will be used to inform an action plan to be launched at an industry summit this summer, designed to address how greater inclusivity across all areas of the industry’s talent will be achieved.

Many of the biggest names in the industry – including Asda, British Airways, Channel 4, Dentsu, Facebook, Google, GSK, Havas, NatWest, Omnicom Media, ITV, Sky Media, Publicis Groupe, P&G UK, Specsavers, Spotify, Tik Tok, Tui and WPP have backed the scheme and will be invited to share information in the fully confidential and aggregated industry census which is being managed by Kantar.

Many of the leaders who have pledged support to the All In Census are reinforcing their commitment by giving staff 30 minutes to complete the survey and reflect on the need for greater inclusion in the workplace.

All UK advertising and marketing services professionals are invited to take part. It is available on the Advertising Association’s All In Census page.

Participation in the Census is being encouraged through wide-spread promotion across the industry and distribution through the industry’s trade associations including the AA, IPA, ISBA, DMA, IAB UK, Outsmart, NMA, PPA, APA and AOP.

The Government is also backing the scheme; creative industries minister Caroline Dinenage said: “It is vital that our creative industries reflect the diversity of their audiences and provide an inclusive environment for our world leading talent to work. I’d like to encourage everyone across the advertising industry to take a moment to participate in this important initiative.”

Advertising Association commercial director Sharon Lloyd Barnes, who is also a member of the Inclusion Working Group, added: “The response to ‘All In’ has been incredible since we first launched the campaign. It reflects the industry’s commitment to inclusion and diversity and an understanding that we need to work together to create the inclusive workplace we all want. We’re delighted that CEOs and MDs across our industry are personally committing to sharing the link with their staff today.”

The industry ramped up its diversity and inclusion crusade as far back as 2015, with the launch of not-for-profit organisation Creative Equals. The consultancy has been behind a raft of initiatives to tackle concerns over the sector’s “male, pale and stale” image.

The marketing industry still has some way to go, however. One study showed that while the vast majority (91.9%) of marketers believe gender equality is important, more than one in five (26.9%) do not consider their workplace to be diverse.

Meanwhile, research published to coincide with this week’s International Women’s Day, revealed that 44% of females agreed it is true that women feel less entitled to promotions or increased pay in the workplace, while more than a third (35%) had experienced an entitlement gap around career progression or pay increases, or had seen it experienced by others.