Policies take into account initiatives such as female empowerment and opportunities for young talents from underserved communities
One of the great demands that has guided society in recent years are diversity, equity and inclusion policies, both at a social and professional level, for minority or discriminated groups. A sector very sensitive to social concerns, the advertising market could not remain oblivious to this reality. Therefore, more than just hiring employees and managing positions, agencies’ human resources (HR) departments have diversified their activities by seeking to implement internal policies focused on these objectives.
At the end of last year, the Brazilian Association of Advertisers (ABA) released the Global Census of diversity, equity and inclusion for the year 2023. The work was carried out in partnership with the Brazilian Association of Advertising Agencies (Abap) and the Association of Promotional Marketing (Ampro). The objective is to offer a portrait of how the marketing and communications sector has worked on these issues. 467 people from agencies, advertisers, technology, production, studios and freelancers from different positions were interviewed.
The study evaluated data such as experiences of discrimination, sense of belonging, advancement and career obstacles.
When it comes to experiences with discrimination, the group of PWDs (people with disabilities) is the one that records the highest inclusion rate, at 8%. Among respondents by ethnicity, gender and sexual orientation, the number is very low, just 1%. However, people with disabilities are also those who most believe they have faced obstacles in advancing their careers (41%).
In terms of sense of belonging, 73% of respondents from racial minorities feel like they belong to their company (among white people, the percentage reaches 77%). Among women, the figure is 72%, as well as among LGBTQIA+ respondents and 78% among people belonging to religious minorities. This number falls among people with disabilities, with only 65% feeling like they belong to the company.
Initiatives
In large Brazilian agencies, several initiatives have been adopted to combat prejudice and offer more opportunities to needy or discriminated groups.
Read the full article in the propmark of 25 browns from 2024
