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Barriers to Representative
Advertising
October 2021

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Barriers to Representative Advertising
© Facebook company
In a recent survey
of United States
consumers, only
41% said they
feel represented
in the ads that
they see.¹
Note: Unless otherwise specified, all quantitative data comes from Facebook-commissioned study by
Deloitte Consulting LLP, Business Equality Research Survey (n=381) Adults 18+ who self-identified as
working in Advertising, Marketing or Media, US, CA March 2021.
Source: ¹ Underrepresentation and Misrepresentation Have No Place in Advertising Today—Insights from
the Geena Davis Institute’s CEO, Ad Week, 2020

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© Facebook company
Contents
THE INDUSTRY ITSELF IS NOT DIVERSE 8
LACK OF LEADERSHIP MANDATE16
DIFFICULTY VALUING LONG-TERM BENEFITS23
AGENCIES REACTING TO CLIENT DIRECTION31
LACK OF AWARENESS OF TOOLS AND RESOURCES36
SOLVING THE PROBLEMS44
INTRODUCTION 4

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© Facebook company
INTRODUCTION
Advertising has the power to shape our
world. When done well, it reflects our
innermost desires, feeds our greatest
aspirations, and fuels our feelings of hope
and belonging. The stories we see in
advertising shape how we see ourselves, and
each other. But for too long, the sense of
belonging was reserved for a very
narrow audience, leaving only 41% of US
consumers feeling represented in the ads
they see.
Like the rest of society, the growing trend in
advertising is to ensure our institutions are
better representing and truly including the
people we serve. In the past few years,
the industry has witnessed an awakening: the
status quo in advertising is leaving out or
misrepresenting people of varied back-
grounds, shapes, shades, sizes, mindsets and
abilities and holding businesses back from
turning them into customers.
In short, the industry began to realize it
was time for advertising to serve all people.
With this challenge set before us, many in
the advertising industry started extensive
conversations and initiatives to educate
ourselves. The industry is not alone in this
push towards inclusion: there is increased
attention around representation in society,
with more and more organizations (including
our own) making public statements in
support of diversity, equity, and inclusion.

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© Facebook company
Companies have begun to find expertise
in this area, and eighty five of the top 100
corporations in the US have a chief diversity
officer. (LA Times, 2021)
And yet… the increased attention makes it
easier for leaders and organizations to
say they support representation and
inclusion, but without actually doing the
work of building them into their processes
and content, making progress superficial
or short-lived.
That’s because without accountability, the
responsibility for ensuring advertising is
representative and inclusive is distributed
across the marketing ecosystem—from
agencies to clients to end consumers.
Ultimately, if everyone “owns” representation
and inclusion, then no one owns it.
The result is that despite extensive research
and widespread acknowledgement of the lack
of representation in advertising, there needs
to be meaningful, system-wide progress
towards creating more inclusive content.
At Facebook, we sought to answer
the question; what is holding the
industry back?
We commissioned Deloitte Consulting LLP to
conduct research that captures the thoughts,
fears and ideas of marketing and advertising
professionals across the spectrum: ranging
from in-house brand teams to agencies to
practitioner levels to CMOs. What we found
might surprise you. It might make you angry.
It might make you rethink your team.
We hope it will move you the way it moved
us. We hope it will help you go back to your
organizations and pick apart these barriers
to enact real change. Most of all, we hope
that we can all come together, as an industry,
to dismantle these barriers and make
real progress.

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SUMMARY OF THE RESEARCH
The research surfaced five key barriers to
representation and inclusion in advertising
in the United States and Canada
The industry itself is not diverse
The advertising industry—across the ecosys-
tem and at all levels—is not representative,
which is itself a barrier to creating represen-
tative and inclusive content.
Lack of leadership mandate
Some organizations lack a clear mandate and
active support from their leadership to create
representative and inclusive content.
Difficulty valuing long-term benefits
Marketing organizations are better equipped
to understand short-term costs and potential
risks than they are to measure the positive
impacts of representation and inclusion on
long-term business outcomes.
Agencies reacting to client direction
Without a mandate from their clients, agency
leaders are not incentivized to invest in
creating representative and inclusive content.
Lack of awareness of tools and resources
Individuals lack awareness of and access to
the knowledge, skills, resources, and tools to
create representative and inclusive content.
© Facebook company

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© Facebook company
ABOUT THE RESEARCH
This research aims to answer the question:
What are the barriers—within individuals,
organizations, and across the marketing
and advertising ecosystem—to more
inclusive and representative advertising?
In addition to a literature review of 24
articles, the research comprised three
channels to collect quantitative and quali-
tative data from marketing and advertising
professionals within the United States and
Canada: an industry survey, focus groups,
and executive interviews.
The terms “representative” and “inclusive”
are used in specific ways throughout
this research:
• Content is “representative” if individuals
with various facets of identity (includ-
ing—but not limited to—race, ethnicity,
nationality, gender identity, LGTBQ+
status, socioeconomic status, ability,
body type, religion, and age) are present.
• Content is “inclusive” if it portrays
individuals in ways that are authentic and
non-stereotypical and promotes and
embraces the unique facets of identity of
all individuals so that all feel welcome,
understood, and valued.

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© Facebook company
Barrier 1
The industry itself
is not diverse

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© Facebook company
“It is important to
have people on
your team who have
lived experiences.
Training is not
enough.”
In-House Digital Marketer, Focus Group
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© Facebook company

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© Facebook company
How does creating more representative and inclusive advertising content
pose a risk to your company’s or clients’ brand(s)? (n=170)
Feels
Inauthentic
65%
Too
Political
51%
Negative
Perception
44%
Lose
Customers
32%
Other
0%
The advertising industry—across the ecosystem and at all levels—is not representative, which
is itself a barrier to creating representative and inclusive content. Authenticity is a key
component of representative and inclusive content, and diverse teams are required to create
truly authentic content.
of survey respondents said a risk to
creating more representative and
inclusive content is that it can be
perceived as inauthentic— the most
of any category
65%

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© Facebook company
Our research revealed that the biggest risk to not creating representative and inclusive
content is not appealing to a diverse population.
While 100% of executives interviewed said that diverse teams are important to creating
representative and inclusive content, only 19% of in-house and 23% of agency survey
respondents reported that their leader almost always considers the demographic diversity
of their team when developing content.
How frequently does your leader consider the demographic composition and diversity of
your team when developing advertising content? (Agency n=196, In-House n=178)
Almost Always Frequently Sometimes Infrequently Almost Never
In-House Agency
0%
10%
20%
30%
40%
50%
60%
16%
2%
57%
23%
8% 7%
25%
40%
19%
2%

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© Facebook company
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© Facebook company
“The network-driven
nature of this
industry perpetuates
the status quo.”
CEO of Marketing and Research Firm, Interview

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© Facebook company
© Facebook company
* Ethnicity is the term used in the ANA report to describe the data shown above.
** The ANA report uses the term “Caucasian,” but has been updated here to reflect leading practices.
White** Asian Hispanic Other
Black
Ethnicity
(CMO Level)
88%
4%
5%
3%
n = 870
Ethnicity
(Overall Industry)
74%
2%
8%
10%%
6%
n = 15,419
There is a perception that current hiring practices, coupled with competition for diverse talent,
make it difficult to increase representation. Focus group and interview participants said they
rely heavily on networks or go back to the same target schools for prospective candidates.
Sample Industry Demographic Data
For the past three years, the Association of National Advertisers (ANA) has published a
diversity report for the industry, quantifying the demographic breakdown of its client-side
members. The below charts show the ethnic* breakdown of ANA members in 2020. Almost no
progress towards diversifying the industry has been made, as the data for 2019 and 2018 is
nearly identical.

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© Facebook company
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© Facebook company
“Competition for talent
is fierce, and marketing
and advertising are
not always the most
popular amongst
potential applicants.”
Industry Body Executive, Interview

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© Facebook company
Leaders agree that diverse teams are
required to create representative and inclu-
sive content, but the current lack of
diversity within the industry makes it
challenging to do so. A sustained,
industry-wide effort to attract and retain
diverse talent, especially in key
leadership and decision-making roles, is
needed to enable representation and
inclusion in content.
TAKEAWAY
SOLUTION THOUGHT STARTERS FROM DELOITTE
• Develop industry-wide networks and guidelines to help identify and attract
diverse talent
• Create programming for students around careers in marketing and advertising, with
a particular emphasis on schools that serve historically underrepresented communities
• Release transparency reports by company with disaggregated representation data
by level, and then set quantitative aspirational goals for increasing representation,
driving advancement and retention—across the industry to drive conversation
and accountability
• Assess the workforce experience of different identity groups and review talent
processes for equitable outcomes

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© Facebook company
Barrier 2
Lack of
leadership
mandate

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© Facebook company
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© Facebook company
“The conversation has
to start at the very top
and work its way down.
It has to be a part
of every aspect of
the business.”
In-House Digital Marketing Executive, Interview

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© Facebook company
Many organizations lack a clear mandate and active support from their leadership to
create representative and inclusive content. To enable the creation of representative and
inclusive advertising, organizational leaders need to set the tone and direction.
Representation and inclusion are not the top priorities for organizations when creating
advertising content. When asked to rank their organizations’ priorities when it comes to
creating advertising content, 75% of in-house survey respondents ranked other priorities
higher than representation and inclusion.
20%
0% 40% 60% 80% 100%
31% 24% 21% 18% 7%
Ad or Campaign Performance
Ad or Campaign Performance
Company or Brand Performance
Inclusion
Brand Integrity
Client Satisfaction
Inclusion
Brand Integrity
Representation
Representation
30%
20%
0%
25%
40%
20%
60%
13%
80%
12%
100%
In-House - Rank the priorities by level of importance for your organization when
creating advertising content (n = 178)
Agency - Rank the priorities by level of importance for your agency when creating
advertising content (n = 214)

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© Facebook company
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© Facebook company
“We are motivated by
our end consumer,
so if it’s not a priority
to them, it is unlikely
that we will prioritize it.”
In-House Marketer, Focus Group

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© Facebook company
For both in-house and agency respondents,
“representation” was ranked as the least
important priority.
Organizations need more specific guidance
from leadership as to how to create
representative and inclusive advertising.
of survey respondents said they can
tell representation and inclusion
are important to leadership at their
organization because they have a
formal process or mechanism in place
to make sure content is representative
Just
27%

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© Facebook company
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© Facebook company
“While most leaders
have great talking
points about why
this conversation is
important, very few
know exactly how
to influence change.
We need tools and
frameworks, not
just sentiment.”
Agency Chief Strategy Officer, Interview

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© Facebook company
Organizations and professionals need more
specificity from their leaders around creating
representative and inclusive content,
including why it is important for advertising
content and guidance around how to execute
representative and inclusive content.
TAKEAWAY
• Compile best practices for enabling representation and inclusion and adapt them
to specifically address advertising and media content
• Educate marketing and advertising leaders and equip them with tools to effectively
communicate the importance of representative and inclusive content
• Host targeted training around representation and inclusion for marketing and
advertising professionals specifically
• Build a diverse network of industry experts who can provide expertise to leaders
looking to implement processes that promote representation and inclusion in
advertising at their organizations

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© Facebook company
Barrier 3
Difficulty Valuing
Long-Term Benefits

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© Facebook company
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© Facebook company
“The vast majority of
my clients don’t even
have the capability to
track the performance
of their ads by
demographic group.”
CEO of a Marketing Consultancy, Interview

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© Facebook company
of survey respondents indicated
their leaders do not draw a
connection between creating
representative and inclusive content
and company performance.
54%
Marketing organizations are better equipped to understand short-term costs and potential
risks than they are to measure the positive impact of representation and inclusion on long-term
business outcomes. Many organizations do not have the capabilities nor infrastructure required
to measure the impact of representation and inclusion on business outcomes.
INCREASED, MEASURABLE SHORT-TERM COSTS
Interview and focus group participants listed several short-term costs.
• The financial cost of developing, implementing, and maintaining trainings
• Staff time to participate in trainings
• The financial and opportunity cost of finding, vetting, testing, and implementing
new methods and tools
• The switching costs of using a different, more inclusive agency (including
sourcing, interviewing, and onboarding, as well as any financial incentives
associated with incumbent relationships)

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© Facebook company
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© Facebook company
“It takes time and
money to find the right
tools that promote
representative and
inclusive ads.”
In-House Senior Marketing Director, Focus Group

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© Facebook company
of senior leader and 53% of C-Suite
respondents to the survey said that creating
representative and inclusive content is a
risk to their company’s or clients’ brands
57%
of survey respondents said a risk to creating
representative and inclusive content is that
it might be viewed as too political
51%
of respondents said it could be perceived
negatively by the public
44%
POLARIZATION AND
HEIGHTENED SCRUTINY
There are perceived risks to being
more representative and inclusive in
general, especially in a moment of such
polarization and heightened scrutiny.
Respondents fear the risks of being
viewed as political and of negative public
perception, especially in today’s climate.

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© Facebook company
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© Facebook company
“Our core customer
base is the bread
and butter of our
business and we
can’t afford to
push them away.”
In-House CRM Manager, Focus Group

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© Facebook company
focus group discussions highlighted
the risk of losing customers as a
risk to creating more representative
and inclusive content
4/5
ALIENATING CORE CUSTOMERS
Discussions centered around the fear of losing customers and ultimately damaging the
business results. Many focus group discussions highlighted the risk of losing customers as a
risk to creating more representative and inclusive content.

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© Facebook company
• Amplify existing research that articulates the long-term business impacts of
representative and inclusive advertising
• Leverage data and analytics to make measurement easier and develop tools that lower
short-term costs
• Amplify quantifiable “success stories” around representation and inclusion to lower
perceived risks and educate end-consumers
• Develop custom surveys for brands to measure customer sentiment around
representation and inclusion
• Publish an annual report with aggregate demographic data of customers to help
demonstrate the diversity of end-consumers
• Develop campaigns to highlight the awareness of the importance of representation and
inclusion for end-consumers and encourage them to demand more representation
and inclusion and hold the industry accountable
While marketing organizations learn how to
best measure the impact of representation
and inclusion, the more easily quantified
short-term costs and high perceived risks
may act as a deterrent to creating more rep-
resentative and inclusive content.
TAKEAWAY

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© Facebook company
Barrier 4
Agencies reacting
to client direction

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© Facebook company
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© Facebook company
“Client satisfaction
is the most important
objective. So, it can
be hard to prioritize
diversity and inclusion
if it isn’t important
to the client.”
Agency Professional, Focus Group

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© Facebook company
Without a mandate from their clients, agency leaders are not incentivized to invest in creating
representative and inclusive content. Agencies are reactive to clients’ needs, and while they are
willing to create representative and inclusive content, clients are not explicitly demanding it.
AGENCY PERSPECTIVE
CLIENT PERSPECTIVE
of agency survey respondents
said almost all their clients are
asking about representation
said almost all their clients
are asking about inclusion
32% 38%
of client survey respondents
said they ask their agencies
about representation for
almost every campaign
said they ask their agencies
about inclusion for almost
every campaign
37% 43%
of agency survey respondents said they would be very
receptive or receptive to additional guidance or tools
around how to address representation and inclusion in
advertising, which suggests they would be willing to
create more representative and inclusive content
should the ask come from their clients
93%

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© Facebook company
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© Facebook company
“The in-house
marketing teams
have to push
the conversation
when they want
representative
content.”
Industry Body Executive, Interview

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© Facebook company
The “business case” for agencies is around
meeting their client’s needs. If clients are not
explicitly asking for representative and
inclusive content, agencies will not prioritize
it, even if they would be otherwise willing.
TAKEAWAY
• Develop tools to facilitate the potentially uncomfortable conversations between
in-house marketers and agencies around representation and inclusion
• Develop resources and trainings for agencies to lower the cost of staying informed of
leading practices regardless of whether clients are demanding it

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© Facebook company
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© Facebook company
“If given the proper
time and resources,
we could implement
the steps necessary
to make more inclusive
and representative
content.”
Creative Director, Focus Group

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© Facebook company
Individuals lack awareness of and access to the knowledge, skills, resources, and tools to
create representative and inclusive content. Individuals are confident in their ability to create
representative and inclusive content, but only if provided with adequate tools and resources.
Agency
(n = 196)
In-House
(n = 177)
20%
0% 40%
40%
35% 50% 10% 3% 2%
51% 8% 1%
60% 80% 100%
Very Confident Neither
Confident Unconfident Very Unconfident
How confident are you in your ability to create representative and inclusive
advertising content?
of agency survey respondents and 85% of in-house
respondents are very confident or confident in
their ability to create advertising content that is
representative and inclusive
91%

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© Facebook company
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© Facebook company
“Even for me, as
a Latina woman in
marketing, it can
be hard to develop
content that resonates
without furthering
stereotypes or other
harmful outcomes.”
SVP Strategy, Multicultural Agency, Interview

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© Facebook company
TOOLS RESEARCH
An additional stream of research was conducted specifically around the resources
marketers and advertisers are using to make their content more representative and
inclusive. That work uncovered 22 tools across five categories that can be used
throughout the content creation process that offer feedback to a brand on the progress
made on inclusive representation on the creative assets they’ve sought to have
reviewed. The categories are tools, checklists, style guides, frameworks and networks.
Example resources include:
• Last 5 Ads (Facebook)
• The Heat Test Toolkit (Deloitte Digital)
• Content Creators’ STEM toolkit (Geena Davis Institute on Gender in Media)
• Cultural Insights Impact Measure™ - CIIM™
• ANA SeeHer, GEM®, Gender Equality Measure

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© Facebook company
CLIENT RESPONDENTS
AGENCY RESPONDENTS
of client respondents
are aware of existing tools
of client respondents
regularly use these tools
33% 30%
of agency respondents
are aware of existing tools
of agency respondents
regularly use these tools
59% 53%
When assessing the tools and resources, there is room
for growth in awareness and adoption, as well as an
opportunity to evolve the tools themselves.
AWARENESS, ADOPTION AND SIMPLICITY

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© Facebook company
Both in-house and agency survey respondents said they most frequently engage in
conversations about representation and inclusion while identifying the target audience for
their campaigns. Only 4 tools are designed to be used during this step in the content
creation process.
are used after the campaign is already live
18%
of tools are designed to be used during
production or later, when it may be too late
to make meaningful changes to content
68%

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© Facebook company
Marketing and advertising professionals
are either unaware of existing tools or
do not have the resources they need in
the most impactful moments in the
content creation process.
TAKEAWAY
• Develop a hub and programming to amplify existing effective tools to
increase awareness
• Develop a tool or set of tools that can be leveraged earlier in the content creation
process, especially in early moments where conversations around representation
and inclusion are already taking place
• Articulate a definition for what successful representative and inclusive content
looks like

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© Facebook company
THE INDUSTRY ITSELF IS NOT DIVERSE
• Develop industry-wide networks and guidelines to help identify and attract
diverse talent
• Create programming for students around careers in marketing and advertising, with a
particular emphasis on schools that serve historically underrepresented communities
• Release transparency reports by company with disaggregated representation data
by level and then set quantitative aspirational goals for increasing representation—
and driving advancement and retention—across the industry to drive conversation
and accountability
• Assess the workforce experience of different identity groups and review talent
processes for equitable outcomes
The scope of our research was to uncover the barriers to more inclusive and representative
advertising, but understanding the problems is just the first step. Now, it’s up to us - the
marketers, advertisers, agencies, and even consumers in the industry - to work collectively to
overcome them. While no individual or organization can do it alone, we each have a responsibility
to move towards a more inclusive industry. We need progress, not perfection - doing nothing is
not an option.
Now it’s up to you: we encourage you to share these findings with your organization, and as you
do, leverage these solution thought starters to help overcome the barriers and strive for more
inclusive and representative advertising.
LACK OF LEADERSHIP MANDATE
• Compile leading practices for enabling representation and inclusion and adapt them
to specifically address advertising and media content
• Educate marketing and advertising leaders and equip them with tools to effectively
communicate the importance of representative and inclusive content
• Host targeted training around representation and inclusion for marketing and
advertising specifically
• Build a diverse network of industry experts who can provide expertise to leaders
looking to implement processes that promote representation and inclusion in
advertising at their organizations

46
© Facebook company
DIFFICULTY VALUING LONG-TERM BENEFITS
• Amplify existing research that articulates the long-term business impacts of
representative and inclusive advertising
• Leverage data and analytics to make measurement easier and develop tools that lower
short-term costs
• Amplify quantifiable “success stories” around representation and inclusion to lower
perceived risks and educate end-consumers
• Develop custom surveys for brands to measure customer sentiment around
representation and inclusion
• Publish an annual report with aggregate demographic data of customers to help
demonstrate the diversity of end-consumers
• Develop campaigns to highlight the awareness of the importance of representation
and inclusion for end-consumers and encourage them to demand more representation
and inclusion and hold the industry accountable
AGENCIES REACTING TO CLIENT DIRECTION
• Develop tools to facilitate the potentially uncomfortable conversations between
in-house marketers and agencies around representation and inclusion
• Develop resources and trainings for agencies to lower the cost of staying informed of
leading practices regardless of whether clients are demanding it
LACK OF AWARENESS OF TOOLS AND RESOURCES
• Develop a hub and programming to amplify existing effective tools to
increase awareness
• Develop a tool or set of tools that can be leveraged earlier in the content creation
process, especially in early moments where conversations around representation
and inclusion are already taking place
• Articulate a definition for what successful representative and inclusive content
looks like

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