Research data provides information that will guide the process of including minority groups in the communications industry
The Observatory of Diversity in Advertising organized a census that brought data for reflection by advertising agencies associated with the entity to use as engagement goals and a basis for applying diversity and inclusion policies in the market. Kairs project management.
According to Ariel Nobre, executive director of the ODP, census numbers are not just numbers. They are a portrait of the landscape we are going to change. And the goals are not here to be followed just by members, they provide reference value for the entire market, including suppliers, partners and the media, he says.
The study is a guide, a guide for our entire industry. It was built based on real data from our market, taking into account where we are (April census) and where we want to go (2029 goals). That’s why it’s so special and shouldn’t be considered a utopian dream. The Observatory wants and can help both signatory agencies and companies that have not yet joined. The idea is to build diverse environments that reflect our society and, to achieve this, we need everyone to do their part. On this side, the Observatory is committed to providing all the support to achieve these goals, with measures that range from HR meetings, leadership literacy and companies’ inclusion in the quotas for people with disabilities, already provided for by law, adds Nobre.
The planning establishes 36 goals that must be met over the next five years (between 2024 and 2029) and they are organized within four strategic blocks: hiring diverse talent; diversity in casting and supply chain; retention and development; and organizational culture.
What are the recommendations? The ODP responds: The document with the sectoral goals can be accessed on the entity’s website and there you will find different objectives for women, black people, LGBTIAQIPN+, people with disabilities and 50+. The census reveals, for example, that the agencies’ leadership team is a reflection of the underrepresentation of the main Brazilian social groups. And the goals are a way to make the Brazilian communications industry more diverse, prosperous and creative.
In the commitment made, the idea is to boost, in five years, representation on all fronts of Brazilian advertising. And make agencies more inclusive as a reflection of demographics, not their underrepresentation. In a transformation that will involve strengthening the workforce, leadership and suppliers.
Currently, the ODP is made up of 14 founding agencies (Accenture Song, CP+B Brasil, Dentsu, Droga5, IPG Mediabrands, Gana, Grey, Leo Burnett, Mooc, Mutato, P3k, Publicis, Soko and Suno) and 14 supporting agencies (AKQA , AlmapBBDO, Artplan, B&Partners, Betc Havas, DM9, Dale, Fbiz, FCB Brasil, LewLara\TBWA, Ogilvy, The Juju, VMLY&R and WMcCann).
(Credit: Photo by Alexander Gray on Unsplash)
