ANA-2020年广告业多样化报告（英文）-2020.11-29页_5mb

AIMM Diversity Report Summary (November 2020)

Core Content

This report, published by the Alliance for Inclusive and Multicultural Marketing (AIMM) under the Association of National Advertisers (ANA), provides a comprehensive analysis of diversity within the marketing departments of ANA member companies. It highlights the progress made and the challenges that remain in achieving gender and ethnic equality across the industry.

Main Points

1. Aim of the Report

• The ANA and AIMM aim to measure and improve diversity in the advertising and marketing industry.
• Diversity is seen as a key driver for innovation, problem-solving, and market growth.
• The report includes data from three studies focusing on:
  • ANA Member CMOs
  • ANA Overall Membership
  • ANA Board of Directors and Member Companies Diversity Scorecard

2. Diversity in CMOs (Chief Marketing Officers)

• Gender Representation: 52% of CMO/CMO-equivalent positions are held by women, showing a steady increase from 2018 to 2020.
• Ethnic Diversity: Only 12% of CMOs and equivalents are from underrepresented ethnic groups, unchanged from the previous year.
  • African-American/Black: 3%
  • Asian: 5%
  • Hispanic/Latino: 4%
  • Caucasian: 88%
• Intersectionality: Female CMOs are overwhelmingly Caucasian, while male CMOs also show a similar trend, indicating a lack of ethnic diversity across both genders.

3. ANA Overall Membership Diversity

• Gender: 67% female, 33% male — consistent over the past three years.
• Ethnicity:
  • 74% Caucasian
  • 6% African-American/Black
  • 10% Asian
  • 8% Hispanic/Latino
  • 2% Other
• Intersectionality:
  • Both female and male members are predominantly Caucasian.
  • Ethnic diversity is better in the overall membership than in CMO roles.
• Multicultural Representation: Only 29% of marketers in the scorecard are from multicultural backgrounds, compared to 40% of the U.S. population.

4. Diversity Scorecard: Marketing Departments

• Total Marketers: 15,419 across 40 ANA member companies.
• Gender Representation:
  • Marketing departments are highly skewed toward women (63% female, 37% male).
  • Senior-level roles show a more pronounced female skew (56% female, 44% male).
• Ethnicity Representation:
  • 7% African-American/Black, 10% Asian, 8% Hispanic/Latino, and 2% Multiracial.
  • White (Non-Hispanic) representation is 71%.
  • Senior-level roles are less diverse than lower levels.
• LGBTQ and Disabilities:
  • 50% of companies allow self-identification as LGBTQ (down from 58% in 2019).
  • 84% of companies allow self-identification as a Person with a Disability (up from 85% in 2019).

5. Key Action Steps for Improvement

• Talent Recruitment:

  • Ensure diverse candidate pools for all roles.
  • Use diverse interview panels.
  • Adopt the Rooney Rule to interview at least one diverse candidate per role.
  • Focus on recruiting from HBCUs and diverse campuses.
  • Offer internships with a diversity emphasis.
  • Promote remote work to include non-local diverse talent.

• Retention and Development:

  • Establish Diversity & Inclusion councils and committees.
  • Create Employee Resource Groups (ERGs) for various communities.
  • Implement mentorship and sponsorship programs.
  • Provide ongoing unconscious bias training for all employees.
  • Host field trips and discussion forums to raise awareness of systemic racism and inclusion issues.

• Culture and Inclusion:

  • Encourage open conversations about diversity and inclusion.
  • Support the formation of internal affinity networks.
  • Promote the "Pledge" to actively engage in inclusion efforts.
  • Ensure inclusion contacts are used in meetings to share experiences and educate teams.

Conclusion and Recommendations

• Current Status: Despite progress in gender equality, ethnic and multicultural representation remains significantly lower than the U.S. population.
• Recommendations:
  • Continue to measure and report diversity data annually.
  • Encourage more industry associations to collect and publish diversity data.
  • Expand diversity initiatives across all levels of the organization.
  • Increase representation of underrepresented groups in leadership and senior roles.
  • Foster a culture of inclusion and equity through training, mentorship, and ERGs.

Industry Implications

• True equality in the advertising and marketing industry is a shared goal.
• Achieving equal representation leads to better innovation, problem-solving, and market growth.
• The ANA and AIMM are committed to working with agencies, media providers, and production crews to promote diversity across the entire supply chain.