2021广告多样化报告（英）-40页_8mb

Diversity Report for the Advertising/Marketing Industry (November 2021)

Core Content

This report, published by the ANA and AIMM, is a benchmarking study on the diversity of marketing teams within ANA member companies. It aims to provide transparency on the current state of diversity and identify action steps to improve it. The report highlights the importance of inclusive marketing practices and emphasizes that a diverse and inclusive culture is essential for driving innovation, equity, and market growth.

Main Points and Key Information

1. Introduction and Purpose

• Alicia Enciso, Chief Marketing Officer of Nestlé USA and Vice Chairman of the AIMM Board of Directors, emphasizes the need for authentic representation of consumers in the marketing ecosystem.
• The ANA and AIMM have been publishing this report annually since 2018 to track progress and identify opportunities for improvement in gender and ethnic diversity.
• The report aligns with the ANA Growth Agenda, which prioritizes diversity, equity, and inclusion (DEI) as key drivers of sustainable growth.

2. Industry Diversity Trends

• The U.S. population is becoming more diverse and multiracial, with the White Non-Hispanic population decreasing from 63.7% in 2010 to 57.8% in 2020.
• The multicultural population increased from 36.3% to 42.2% in the same period.
• The marketing industry's ethnic diversity has improved, though it still lags behind the U.S. population.

3. Diversity Benchmarks for ANA Member Companies

• 61 companies participated in the 2021 benchmark, representing 16,514 marketers.
• The overall ethnic diversity of these companies reached 30.8%, the highest in the four-year history of the study.
• Gender representation in marketing departments is highly skewed toward women, with 63.8% female and 36.1% male.

4. Gender and Ethnic Diversity by Job Level

• Senior-level positions have the lowest ethnic diversity, at 28.5% in 2021.
• Entry-level positions have the highest ethnic diversity, at 33.1%.
• LGBTQ+ self-identification has increased, with 56% of companies offering this option in 2021.
• Disability self-identification is high, with 79% of companies offering this option.

5. ANA Overall Membership Diversity

• The overall ANA membership is 67.1% female and 32.9% male, with minimal change over the years.
• Ethnic diversity in the overall ANA membership reached an all-time high of 27.2% in 2021.
• White Non-Hispanic representation is still the highest at 72.8%.
• African American/Black representation is 5.9%, Asian is 11.0%, and Hispanic/Latino is 8.5%.

6. CMOs and Equivalents

• 54.6% of CMO/CMO-equivalent positions are held by women, showing a steady increase since the study began.
• Only 13.7% of CMOs and equivalents are diverse, with African American/Black at 4.6%, Asian at 5.5%, and Hispanic/Latino at 3.6%.
• There is a significant gap between the representation of CMOs and the broader U.S. population, where African American/Black and Hispanic/Latino make up 12.0% and 18.7%, respectively.

7. Intersectionality

• Female CMOs are predominantly White Non-Hispanic at 86.4% in 2021.
• Male CMOs are also predominantly White Non-Hispanic at 86.2%.
• There is a notable lack of representation among CMOs from other ethnic backgrounds, including African American/Black, Asian, and Hispanic/Latino.

8. Key Initiatives and Actions

• The ANA has launched the DE&I Forum and a resource list of certified diverse suppliers.
• The AIMM's #SeeALL campaign and other initiatives like #SeeHer, Media Inclusion Initiative, Manifest Works, and Double the Line are contributing to positive change.
• Companies are encouraged to examine their internal practices, invest in diverse talent, and ensure equal representation across all levels of the marketing supply chain.

9. Recommendations

• Continue to prioritize diversity, equity, and inclusion at all levels of the marketing ecosystem.
• Invest in diverse talent throughout the production process, from behind-the-scenes roles to on-screen representation.
• Collaborate with industry partners including advertisers, agencies, and NGOs to create a more inclusive and representative environment.
• Implement and maintain transparency in diversity metrics and ensure that data is used to drive meaningful change.

10. Conclusion

• While progress has been made, the advertising and marketing industry still has a long way to go in achieving true diversity and inclusion.
• The report underscores the importance of sustained efforts and collaboration to create a more equitable and innovative marketing landscape.