Changing The Face Of Marketing And Advertising Starts With Each Of Us
![Changing The Face Of Marketing And Advertising Starts With Each Of Us Changing The Face Of Marketing And Advertising Starts With Each Of Us](https://i0.wp.com/imageio.forbes.com/specials-images/imageserve/6324b42ffcfe2d8448065095/0x0.jpg?format=jpg&height=900&width=1600&fit=bounds&w=780&resize=780,470&ssl=1)
Kelli Williams is the CEO of The BrandLab, a nonprofit on a mission to change the face and voice of the marketing & advertising profession.
Earlier this year, the Star Tribune spotlighted troubling statistics from the Federal Reserve Bank of Minneapolis, revealing significant barriers for Minnesotans striving to climb the economic ladder. This inequality is especially pronounced among Black, Indigenous and people of color (BIPOC) individuals, echoing a national trend where economic mobility remains a distant dream for many.
Today’s marketing and advertising landscape starkly reflects a reality where 90% of professionals are white, earning significantly more than their BIPOC counterparts. This disparity restricts economic opportunities and shapes biased narratives that influence societal perceptions. The lack of diversity in marketing and advertising has far-reaching consequences, impacting everything from the stories told to the products marketed and the targeted audiences.
A recent Ad Age article (paywall) highlights alarming trends. Cuts to internal agency DE&I departments and brands hiring fewer diverse vendors and suppliers hinder progress. These setbacks underscore the urgency of radical change. The frustration is palpable, as many in the profession feel that initial commitments to diversity are not being sustained, leading to a sense of disillusionment and the perception that diversity initiatives are more performative than transformative.
Imagine the profound impact of embracing diversity in the media we consume daily—from commercials to billboards. Currently dominated by white professionals, this closed loop excludes the imaginations of BIPOC people. What if we dared to reshape our collective psyche? By transcending mere workforce development, we can propel marketing toward a path that uplifts everyone. Marketing has the power to shape societal norms and values, and by ensuring that diverse voices are included in the conversation, we can create a more inclusive and equitable society.
Action Steps To Diversify Marketing And Advertising Teams
Although there is not a one-size-fits-all approach to diversifying marketing and advertising teams, I recommend a few steps for organizations just starting the process or looking to add to current processes. To make radical change, we need a multifaceted approach centered on equity, exposure, access and opportunity to forge tangible pathways into the marketing and advertising profession.
Talent Practices
Exposure to marketing and advertising at an early age can spark interest and provide a clear understanding of the possibilities within the profession. Access to education, training and mentorship ensures that young people from diverse backgrounds can acquire the skills and knowledge necessary to succeed. Creating opportunities through internships, apprenticeships and job placements can open previously closed doors.
Internally, start by implementing inclusive hiring practices. Companies can begin by auditing their recruitment process to identify and eliminate biases in job descriptions, interview techniques and selection criteria that may deter diverse candidates.
Expanding the talent pool is another crucial step; partner with organizations and educational institutions that serve underrepresented communities and attend job fairs and networking events aimed at BIPOC professionals. Additionally, using diverse hiring panels ensures that the hiring process reflects the diversity you aim to achieve.
Employee Development
Investing in professional development and mentorship can significantly impact the retention and advancement of diverse talent. Offering ongoing diversity, equity, inclusion and belonging (DEI&B) training for all employees can foster an inclusive workplace culture.
Creating mentorship programs that pair BIPOC employees with senior leaders helps build relationships, provides guidance and supports career advancement. Supporting continuing education by encouraging and financially backing BIPOC employees to pursue further education and professional certifications promotes growth within the organization.
Belonging
Cultivating an inclusive workplace culture is another vital step. Encourage the formation and activities of employee resource groups (ERGs) focused on various dimensions of diversity, as these groups can create a sense of community and advocacy within the organization.
Celebrate diversity by recognizing cultural events and heritage months, fostering an environment of respect and inclusion. Regularly solicit feedback from employees about their experiences and suggestions for improving inclusivity and building a sense of belonging, and use this feedback to make impactful changes within the workplace.
Leadership Accountability
Additionally, holding leadership accountable is critical to sustaining DEI&B efforts. Set clear, measurable diversity goals and track progress, sharing these goals publicly to demonstrate commitment and transparency.
Include DEI&B metrics in performance evaluations for managers and executives, holding leaders accountable for creating and maintaining an inclusive workplace. Promoting DEI&B leadership to oversee diversity initiatives ensures they are integrated into all aspects of the business.
Shaping The Future
By committing to these actionable steps, we can create a marketing and advertising profession that not only reflects the diversity of our society but also actively contributes to the dismantling of systemic barriers that have long hindered economic mobility for BIPOC individuals. Envision a marketing and advertising profession where every voice, regardless of gender, race, ethnicity, sexual orientation, ability or socio-economic background, contributes to a rich tapestry of creativity and innovation.
Companies actively seeking and celebrating diverse talents foster environments where creativity flourishes from myriad viewpoints. Here, every individual feels seen, heard, valued and empowered through the messages they encounter. This environment not only benefits the individuals within the profession but also enriches the content produced, making it more relatable and impactful for a diverse audience.
Final Thoughts
Together, we can reshape the future of our profession—not merely through funding but by equipping BIPOC talents with the tools they need to thrive economically and socially. This includes providing mentorship and networking opportunities, offering financial support for education and training, and advocating for policies that promote diversity and inclusion at all levels. Each of us plays a pivotal role in this transformative mission. Whether through investment, hiring, mentorship, advocacy or simply embracing diversity daily, our support is crucial.
Together, let’s ensure the marketing and advertising profession mirrors the rich diversity of our communities and becomes a beacon of opportunity for all. By working together, we can create a profession that not only reflects the diversity of our society but also actively contributes to the dismantling of systemic barriers that have long hindered economic mobility for BIPOC individuals. Let’s join together on this journey toward a more inclusive future. Let’s collaborate to redefine the face and voice of marketing and advertising—to advance our profession, communities and shared future.
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