Diversity, inclusivity and social justice is cited by 82% of respondents to WARC’s global Marketer’s Toolkit survey as being important to their 2023 marketing strategies – a third of which (33%) said DEI would significantly impact their marketing plans.
To help marketers navigate challenges and implement successful DEI strategies, specifically around the representation of diverse audiences and in their hiring practices, WARC, the global authority of marketing effectiveness, has launched a DEI hub featuring the latest best practice, research, expert guidance and case studies.
WARC has partnered with some of the leading organisations driving change in the industry, making the WARC DEI hub a one-stop destination for the best content on tackling the issue.
Partners include the Advertising Association (AA) in the UK, the Advertising Research Foundation (ARF) in the US, creative analytics company CreativeX, International Advertising Association (IAA) – the global network of industry leaders, IPSOS – the global leader in market research, MMA – the world’s leading trade association architecting the future of marketing, Outvertising – providers of LGBTQIA+ training and development resources, System1 – the leading marketing and brand consultancy, and the Unstereotype Alliance, convened by UN Women – the United Nation’s entity dedicated to gender equality and the empowerment of women. Additional partners will be announced in due course.
Paul Coxhill, CEO, WARC, said: “At WARC, we are committed to our platform being a positive force for change. Following on from last year’s launch of the Sustainability Hub – with Ad Net Zero – we recognised that we need to do more to enable Diversity, Equity and Inclusion to be consistently front of mind for our industry.
“The new DEI Hub is the beginning of that journey and we are delighted to be working with some amazing partners to share brilliant content that will benefit the whole industry. We believe that truly impactful marketing can only be delivered if our industry better reflects the markets and customers that we serve and it’s clear we have work to do. By uniting and pooling insights and solutions, together we can help our industry make a difference to society.”
Sara Denby, Head of the Unstereotype Alliance Secretariat, UN Women, said: “Efforts towards advancing Diversity, Equity and Inclusion in the advertising industry are critical the world over. The Unstereotype Alliance’s recent ‘State of the Industry II report’ revealed some promising signs of progress, but it’s just a small step toward where we need to be. As an industry, we have a ripe opportunity to create meaningful change. We must embrace collective action and share best practice to get there – there’s no time to waste.”
Providing guidance for advertisers, agencies and media owners, WARC’s DEI hub includes a variety of practical reports on how to effectively market to diverse consumers, including LGBTQIA+, multicultural, older adults, people with disabilities, racial and ethnic audiences.
Additionally, the hub offers a wide selection of studies with actionable insights covering topics such as diverse hiring practices, what’s working in diversity and inclusion, does inclusive advertising drive brand growth, and what companies can do to root out omnipresent, but often invisible, bias.
Launched to mark the start of Black History Month in the US and LGBT+ History Month in the UK, WARC’s DEI hub is available here, and complements WARC’s Sustainability Hub launched last year.
A series of DEI themed WARC podcasts will also follow.