For advertisers, demonstrating inclusion and diversity in creative work is no longer optional—it’s an imperative. However, while 70% are planning to showcase greater diversity in their campaigns over the next 12 months, many say lack of expertise, knowledge and talent are barriers to improvement.
The UN-backed Unstereotype Alliance, an industry-led initiative that seeks to eradicate harmful stereotypes in advertising and media, polled over 100 senior U.K brand, agency and in-house marketers and found that 64% said a fear of “getting it wrong” was holding them back from making content that better reflects real society.
47% of marketers said a lack of experience in portraying diverse communities was the next biggest obstacle, followed by a lack of diverse talent in agency or brand teams (36%).
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