Diversity, Equity and Inclusion

Why Experiential Agencies and Clients Need to Be Honest and Intentional With Diversity Efforts

Industry professional Anika Grant on how she wants companies to take action

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Following a seven-year career at Essence, Grant founded Idlewild Experiential in 2018.Anika Grant
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By Ian Zelaya

 

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Ongoing protests across the U.S. in response to police brutality against Black people caused many agencies, including those that specialize in experiential marketing, to speak out against racism on social media and donate to organizations in support of Black Lives Matter. But the current climate has also forced agencies to confront their lack of Black talent as well as their lack of action to improve internally, despite investments in diversity hiring.

Larger experiential shops with high-profile brand clients last week posted messages of solidarity, pledges to donate to specific organizations and began to pivot their social platforms to celebrate BIPOC (Black, Indigenous, People of Color) and queer people.

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Ian Zelaya

Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.

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