Inclusive and Sustainable Marketing Working Team

ACTIONS

1. Establish goals within your company, at your agencies, on production crews and media providers.

Communicate those goals clearly to your organization and to your partners. Ask HR for the data in your company. Ask your agencies, production crews and media partners for their data – if they can provide it. Participate in the annual ANA Diversity Scorecard to benchmark versus the marketing industry. Then, diagnose and act to improve results.

2. Drive supply chain equality to mirror local population: 50 percent gender/40 percent multicultural (U.S.) across brands, agencies, production crews, media, and suppliers.

Brands must audit themselves and external partners to identify diversity gaps and maintain transparent scoring against aggressive objectives in a way that becomes business as usual. Develop a diversity scorecard model: a “Scorecard for All” across marketing organizations (ANA), media (VAB), agencies (4A’s), and production (AICP), and publish aggregate results to hold ourselves accountable.

3. Achieve accurate portrayal.

All content – from ads to broadcast programs to digital channels – should accurately portray every person regardless of gender, race, ethnicity, sexual orientation, gender identity, ability, religion, socioeconomic status, body type or age.

4. Define standards of hateful content, and methods to measure incidence, prevalence, and adjacency.

Join the Global Alliance for Responsible Media (GARM) and hold media providers and platforms accountable. Adopt GARM’s Brand Safety Floor and Suitability Framework for brand safety standards and provide to your media teams, media agencies, media providers and digital platforms. Set clear expectations that those standards must be enforced. Ask platforms for data on your business, or run your own diagnostics, such as number and percent of hateful content that exists on each platform and how much is eliminated before it is seen.

5. Join the CMO Sustainability Accelerator.

In a new industry-wide collaboration led by ANA, Adweek, and Sustainable Brands, CMOs and sustainability leaders will come together in order to advance the growth agenda inside their organizations, supply chains and beyond. This Accelerator is built for marketing leaders at any stage in their sustainability journey – whether just starting out or further along – who want to learn, grow, connect and get inspired. To join, please email Meg Wubbenhorst at mwubbenhorst@ana.net or visit the HUB and click on “Get Involved”.