Page 6 - rr-2021-11-diversity-advertising-marketing-industry

MEASURING DIVERSITY AT ANA MEMBER COMPANIES

Growth Agenda
This work is an important initiative for the Society
and Sustainability priority of the ANA Growth
Agenda, which provides a guide for the industry
to leverage marketing as a sustainable growth and Sustainability
driver. A specific mandate for the Society Diversity, Brand Brand, Creativity, and
and Sustainability working group is to Equity, Purpose/
and
Brands for
achieve equal representation in the media Society Global Inclusion Humans Brand/
Sustainability
Marketing
and creative supply chain. This includes Innovation Media
marketers, agencies, production crews, Driving Media and
Brand Safety Supply Chain
and media providers that create, distrib- and Ad Fraud Business Transparency
ute, and monetize advertising, programs, & Brand
and content. This means that at every link Academia/ Measurement and
Next-Gen
Accountability
Marketers Growth
in the chain, at every level, we aspire to Talent
Data, Technology, and Measurement
achieve equal gender representation and Marketing Data, Analytics,
Organization
ethnic representation equal to the U.S. pop- and and Agency and Technology
Management
Talent/ Privacy,
ulation. For ethnicity, that is now 42 percent Leadership Advocacy, and
Development
Self-Regulation
diverse. With equal representation, there is Marketing Organization
greater creativity and innovation as well as
increased access to opportunity, which together
lead to equity in income and wealth creation. That leads
to purchasing power — which leads to market growth.
Just as we did in 2018, 2019, and 2020, three studies help provide an understanding of diversity
at ANA member companies in 2021:

1. ANA Board of Directors and Select Member Companies Diversity Benchmark: Gender and
ethnic diversity among the U.S.-based marketing departments of 61 ANA member companies,
representing 16,514 marketers in total. This analysis includes information on sexual orien-
tation and disabilities. There is also learning on key action steps that have helped improve
diversity within marketing departments.

2. ANA Overall Membership: Gender and ethnic diversity of the overall ANA membership,
representing 31,790 individuals who provided gender identity and 28,862 who provided
ethnic diversity information. This analysis also includes information on sexual orientation.

3. ANA Member CMOs: Gender and ethnic diversity of the CMO/CMO-equivalent at 873 ANA
member client-side marketer company members.

6 // A Diversity Report for the Advertising/Marketing Industry