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ADIVERSITY
REPORTFORTHE
ADVERTISING/
MARKETINGINDUSTRY
FEBRUARY2024
INPARTNERSHIPWITH:
APERSPECTIVEFROMBOBLIODICE
WelcometotheANA’ssixthannualdiversityreportfortheadvertising/marketingindustry.
Webeganourdiversitytrackingjourneyin2018whenthemarketingindustrystruggled
tomeasurealmostanythinginthemulticulturalmarketingandDEIBindustries.Sixyears
later,wenowhaveabetterunderstandingofindustrytrendsandareasoffocusthatare
criticaltoourecosystem.
TheANA’sdiversityreportisespeciallyneededasDEIBsupportseemstoshowsignsof
wavering,witheringundertheweightofarecentSupremeCourtrulingandtheblowback
fromseveraltransgendermarketingdilemmas.Asthereporthighlights,real-timediversityfor
88client-sidemarketermembercompaniesdeclinedmodestlyinthecurrentstudy.Althoughone
yeardoesnotmakeatrend,itcouldrepresentatippingpointwheretheindustrygivesupsomeofitshard-earnedgainsfromthelastfewyears.Bufferingsomeoftheseconcernswereimprovementsinthe
“rollingthree-yeardiversitytrend”(inaseparatestudyoftheANAoverallmembership),genderdiversitystrength,andarobustimprovementinthenumberofdiversesenior-levelmarketersandCMOsinparticular.
Thekeytakeawayfromthereportisthatwemustberelentless.Diversity,multiculturalmarketing,andsystemicdiversemediainvestmentgrowtharefoundationaltotheANA’sefforts.TheANAisconvinced,byallempiricaldata,thatoverarchingstrategicprogressisconsistentwithbrandandbusinessgrowth.
AndthatiswhytheANAenthusiasticallysupportstheDEIBGrowthAgenda.
APERSPECTIVEFROMBOBLIODICE
OurpursuitisrepresentedbymultipleANAstrategicendeavors:
.TheAllianceforInclusiveandMulticulturalMarketing(AIMM)prioritizestheaccurateportrayalofdiversecultureinads,media,andentertainment.
.SeeHeraddressestheaccurateportrayalofwomeninads,media,andentertainment.
.TheANAEducationalFoundation(AEF)championsmarketingasacareerpathparticularlyfordiversesegmentsoftheuniversitystudentpopulation.
.SupplierdiversityissupportedbycriticalANAinstitutionssuchastheDiverseMediaGrowthFronts,theSeeHerSheFronts,supplierdiversityfairs,andourresourcelistofcertifieddiversesuppliers.
.GEM®(GenderEqualityMeasure®)andCIIM®(CulturalInsightsImpactMeasure®)continuetobedeployedtoimprovediverseadcreativeasbrandandbusinessdrivers.
.Our2023launchofEngageResponsiblyhasasitsmissionthereductionofonlinehatespeechthroughconsumerandsmall-tomedium-sizedbusinesscampaigns.
.TheANAMulticulturalExcellenceAwardsareanannualcelebrationofthebestinmulticulturaladvertising.
.TheANA’smulticulturalmarketingworkrecognizesthebestinmulticulturalmarketingandchampionsincreasedspendinginpursuitofgrowthopportunitiesforbrands.
We’re“allin”onDEIBandmulticulturalmarketing.Let’sworktogethertodrivediversityinourecosystemandincreasinglybecomeaForceforGrowthandaForceforGood!
BobLiodice
CEO
ANA
TABLEOFCONTENTS
I.Background 5
AbouttheAuthors 5
TheBusinessCaseforDiversity 7
MeasuringDiversityatANAMemberCompanies 8
II.ExecutiveSummary 10
III.ANABoardOfDirectorsandSelectMemberCompanies
DiversityBenchmark:2023Survey 13
IV.ANAOverallMembership:RollingThree-YearAverage 25
V.ANAMemberCMOs 31
VI.KeyActionStepstoImproveDiversityWithinthe
MarketingDepartment 35
Appendix 46
HistoricalMemberCaseStudies 47
AdditionalResources(AEF,AIMM,EngageResponsibly,
SeeHer,andSupplierDiversity) 48
Acknowledgements 52
4//ADiversityReportfortheAdvertising/MarketingIndustry
I.BACKGROUND
ABOUTTHEAUTHORS
ANA
The
ANA
’s(AssociationofNationalAdvertisers)missionistodrivegrowthformarketingprofessionals,brandsandbusinesses,theindustry,andhumanity.TheANAservesthemarketingneedsof20,000brandsbyleveragingthe12-pointANAGrowthAgenda,whichhasbeenendorsedbytheANAGlobalCMOGrowthCouncil.TheANA’smembershipconsistsofU.S.andinternationalcompanies,includingclient-sidemarketers,nonprofits,fundraisers,andmarketingsolutionsproviders(datascienceand
technologycompanies,adagencies,publishers,mediacompanies,suppliers,andvendors).TheANAcreatesMarketingGrowthChampionsbyserving,educating,andadvocatingformorethan50,000
industrymembersthatcollectivelyinvestmorethan$400billioninmarketingandadvertisingannually.
fIMM
AllianceforInclusiveandMulticulturalMarketing(AIMM)
The
ANA’sAllianceforInclusiveandMulticulturalMarketing
(AIMM)wasestablishedin2016to
providecorporationswithviablesolutionsforgrowthbyaddressingopportunitiesinmulticulturalandinclusivemarketing.Currentlyat225members,AIMMcomprisessenior-leveladvertisers,media/
publishers,researchanddatacompanies,agencies,non-profits,andtradeorganizationstocultivate
authenticandculturallyresonantconnectionsbetweenbrandsandconsumersandspotlightthemissedgrowthpotentialinGeneral,Hispanic,AfricanAmerican,AsianAmerican,Indigenous,andLGBTQ+
markets.Thisextraordinaryworkinggroupofindustryleadersistransformingthewaymulticulturalandinclusivemarketingisseenandunderstoodviaanindustry-widereboot.Withasharedvisionofamoreinclusivefuture,theallianceservesasacatalystforindustry-widetransformation,ensuringthateveryvoiceisheard,everystoryistold,andeveryindividualisvalued.
5//ADiversityReportfortheAdvertising/MarketingIndustry
I.BACKGROUND
ABOUTTHEAUTHORS
SEEHER
SeeHer
SeeHer
istheglobalinitiativetochampionthepositiverepresentationofwomenandtheleading
globalmovementtoeliminategenderbiasinmarketing,media,andentertainment.Launchedin
2016bytheAssociationofNationalAdvertisers(ANA),SeeHer’scoalitionofleadersiscommittedtosettingthegenderequalityagendafortheindustryanddrivinggrowthfortheirbusinesses.
Tohelpitsmembersbenchmarksuccessandbecomecatalystsforchange,SeeHerspearheadedthedevelopmentoftheGenderEqualityMeasure®(GEM®),thefirstresearchmethodologythat
quantifiesgenderbiasinadsandprogramming.WinningtheprestigiousESOMARResearch
EffectivenessAward,GEM®istheglobalmeasurementstandard,provingthatcontentaccuratelyportrayingwomenandgirlsdramaticallyincreasespurchaseintentandbrandreputation.SeeHer'ssuiteoftrainingandresources,includingGEM®,enablesmarketerstoprioritizebestpractices
aspartofanalways-onapproachtodrivinggrowth.Themovementincludesthefollowingverticalexpertise:SeeHerinSports,SeeHerEntertainment,SeeHerHealth,andtheSeeHerMediaTaskForce.Visit
SeeH
tojointhemovementandfollowSeeHeron
and
.
6//ADiversityReportfortheAdvertising/MarketingIndustry
I.BACKGROUND
THEBUSINESSCASEFORDIVERSITY
Thereisastrongbusinesscasefordiversity,accordingtoaseriesofreportsfromMcKinsey.
•
DiversityMattersEvenMore
(2023)
•
DiversityWins:HowInclusionMatters
(2020)
•
DeliveringThroughDiversity
(2018)
•
WhyDiversityMatters
(2015)
McKinsey’slatestresearch—justpublishedinDecember2023—showsthatthebusinesscasefordiversity,equity,andinclusion(DEI)notonlyholds,butisgrowingevenstronger.
•Companieswithdiverseleadershipteamscontinuetobeassociatedwithhigherfinancialreturns.Plus,thereisalinkbetweengreaterdiversityinleadershiprolesanddiversityacrossthe
organization.
•Thebusinesscaseforgenderdiversityonexecutiveteamshasmorethandoubledoverthepastdecade.
•Astrongbusinesscaseforethnicdiversityisalsoconsistentovertime,witha39percentincreasedlikelihoodofoutperformanceforthoseinthetopquartileofethnicrepresentationversusthebottomquartile.
•Thepenaltiesforlowdiversityonexecutiveteamsareintensifying.Companieswithrepresentationofwomenexceeding30percent(andthusinthetopquartile)aresignificantlymorelikelyto
financiallyoutperformthosewith30percentorfewer.Similarly,companiesinthetopquartileforethnicdiversityshowanaverage27percentfinancialadvantageoverothers.
•Bothformsofdiversityinexecutiveteamsappeartoshowanincreasedlikelihoodofabove-averageprofitability.Companiesinthetopquartileforbothgenderandethnicdiversityinexecutiveteamsareonaverage9percentmorelikelytooutperformtheirpeers.
•Astrikingnewfindingisthatleadershipdiversityisalsoconvincinglyassociatedwithholisticgrowthambitions,greatersocialimpact,andmoresatisfiedworkforces.
•Companieswithgreaterdiversityontheirboardsofdirectorsaremorelikelytooutperformfinancially.Forthefirsttime,thiscorrelationisstatisticallysignificantforbothgender
andethnicity.
Thisyear,thebusinesscasefordiversityisthestrongestithasbeensinceMcKinseybegantrackingit.
7//ADiversityReportfortheAdvertising/MarketingIndustry
I.BACKGROUND
MEASURINGDIVERSITYATANAMEMBERCOMPANIES
Forthesixthconsecutiveyear,theANAisreleasing“ADiversityReportfortheAdvertising/Marketing
Industry.”Thisisanannualbenchmarktotrackthegenderandethnicdiversityofmarketing
departmentemployeesofANAmembercompaniesandidentifyactionstepstoimprovediversity.
Discussionsaboutdiversity/genderequalityissuesintheadvertisingandmarketingindustryhave
beenongoingforsometime.Toaccuratelyknowthecurrentstateofdiversity/genderequalityandthe
progresswearemaking(orlackthereof),wemustmeasureit.TheANAiscommittedtosuchapublicmeasurementannually(andhavedonesosince2018),sowearenowpresentingour2023report.
Censusresults
confirmthattheUnitedStatesisincreasinglydiverseandmultiracial.Themost
prevalentracialorethnicgroupfortheUnitedStateswastheWhiteNon-Hispanicpopulationat
57.8percent,butthisdecreasedfrom63.7percentin2010.Themulticulturalpopulationincreasedfrom36.3percentin2010to42.2percentin2020.
2020U.S.CENSUS
Population
191,697,647
PercentChangefrom2010Census
-2.6
Percentageof
TotalPopulation
57.84
62,080,044
23.0
18.73
39,940,338
6.0
12.05
19,618,719
35.6
5.92
13,548,983
127.1
4.09
2,251,699
0.2
0.68
1,689,833
179.7
0.51
622,018
331,449,281
29.2
0.19
100.00
White(Non-Hispanic)
Hispanic
Black(Non-Hispanic)
Asian(Non-Hispanic)
TwoorMoreRaces(Non-Hispanic)
AmericanIndian/AlaskaNative(Non-Hispanic)
SomeOtherRace(Non-Hispanic)
Hawaiian/OtherPacificIslander(Non-Hispanic)
TOTAL
8//ADiversityReportfortheAdvertising/MarketingIndustry
y
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t
Agenda,whichprovidesaguidefortheindustrytoleveragemarketingasasustainablegrowthdriver.AspecificmandatefortheSociety
andSustainabilityworkinggroupisto
achieveequalrepresentationinthemedia
andcreativesupplychain.Thisincludes
marketers,agencies,productioncrews,
andmediaprovidersthatcreate,distrib-
ute,andmonetizeadvertising,programs,
andcontent.Thismeansthatateverylink
inthechain,ateverylevel,weaspireto
achieveequalgenderrepresentationand
ethnicrepresentationequaltotheU.S.pop-ulation.Forethnicity,thatwas42percentdi-
verseinthe2020census.Withequalrepresen-
tation,thereisgreatercreativityandinnovationas
wellasincreasedaccesstoopportunity,whichtogetherleadtoequityinincomeandwealthcreation.Thatleadstopurchasingpower—whichleadstomarketgrowth.
DrivingBusiness&BrandGrowth
I.BACKGROUND
MEASURINGDIVERSITYATANAMEMBERCOMPANIES
Agenda
Growth
ThisworkisanimportantinitiativefortheSociety
andSustainabilitypriorityoftheANAGrowth
Brand
Purpose/
Brandsfor
Humans
Brand/
MarketingInnovation
Mediaand
SupplyChainTransparency
MeasurementandAccountability
Marketing
Data,Analytics,andTechnology
Privacy,
Advocacy,and
Self-Regulation
OrganizationandAgencyManagement
Talent/
Leadership
Development
Diversity,Equity,
and
Inclusion
Academia/Next-GenMarketers
Global
Sustainability
BrandSafetyandAdFraud
Justasin2018,2019,2020,2021,and2022,threestudieshelpprovideanunderstandingofdiversityatANAmembercompaniesin2023:
1.ANABoardofDirectorsandSelectMemberCompaniesDiversityBenchmark:GenderandethnicdiversityamongtheU.S.-basedmarketingdepartmentsof88ANAclient-sidemarketermembercompanies,representing19,949marketersintotal.Thissurveyisdoneatasingle,
recentpointintime—June302023forthisyear’sstudy,orasclosetothatdateaspossible—sothisisareal-timemetric.Thisanalysisincludesinformationonsexualorientationanddisabilities.Thereisalsolearningonkeyactionstepsthathavehelpedimprovediversity
withinmarketingdepartments.
2.ANAOverallMembership:GenderandethnicdiversityoftheoverallANAmembership,representingapproximately1,600companiesand31,116individualswhoprovidedgenderidentityand27,572whoprovidedethnicdiversityinformation.Thissurveyisbasedonathree-yearrollingaveragefortheperiodbetweenJuly1,2020andJune30,2023.
Thisanalysisalsoincludesinformationonsexualorientation.
3.ANAMemberCMOs:GenderandethnicdiversityoftheCMO/CMO-equivalentat936ANAmemberclient-sidemarketercompanymembersasofJune30,2023.
9//ADiversityReportfortheAdvertising/MarketingIndustry
TOTALDIVERSE
AfricanAmerican/Black
AmericanIndian/AlaskanNative
2023
30.8%
7.2%
0.3%
10.3%
9.5%
0.2%
2.4%
0.9%
30.8%
32.3%
10.2%
10.9%
11.7%
0.8%
2.2%
8.9%
0.4%
0.5%
2.5%
0.3%
0.3%
0.6%
6.6%
7.2%
2022
2021
Asian
Hispanic/Latino
NativeHawaiian/PacificIslander
Multiracial
Other
II.EXECUTIVESUMMARY
Theethnicdiversityoftheadvertising/marketingindustrytookastepbackwardsin2023.
Theoverallethnicskewdeclinedfrom32.3percentin2022to30.8percentin2023,andis
nowbackto2021levels.Thisraisesconcernsthatdiversity,aprovengrowthdriverperMcKinsey,maybeslippinginstrategicimportanceforsomebrands.
2023
2022
2021
2020
2019
2018
30.8%
32.3%
30.8%
28.5%
27.6%
29.4%
ThedatafromtheANAboard
ofdirectorsandselectmember
companiesdiversitybenchmark
isthebestmeasureforcurrent
diversity,asitisdoneatasingle,
recentpointintime—June30,2023forthisyear’sstudy,orascloseto
thatdateaspossible—sothisis
a“realtime”metric.
Theoverallethnicskewofthe
marketing/advertisingindustry
is10.3percentAsian,9.5percentHispanic/Latino,and7.2percentAfricanAmerican/Black.Hispanic/Latinorepresentationdeclined
dramatically—from10.9percentto9.5percent.
10//ADiversityReportfortheAdvertising/MarketingIndustry
II.EXECUTIVESUMMARY
Twostudiesprovideameasureofethnicityforthetopmarketingjobs:
.InthestudyofANAboardofdirectorsandselectmembercompanies,theseniorlevelisdefinedas“Thehighestlevelwithinthemarketingteam,likely5to10percentoftotal.”In2023,thislevelincreasedto27.9percent(from27.4percent),thesecondhighestpercentageofethnicdiversityoverthesix-yearstudyperiod.
.InthestudyofANAmemberCMOs,therewas17.3percentethnicdiversity(upfrom14.6percent),thehighestinthesix-yearstudyperiod.
AfricanAmerican/BlackandHispanic/Latinoremainunder-representedinthetopmarketingjobsinbothstudies.
The30.8percentethnicdiversityoftheadvertising/marketingindustryremainsbelowthe42.2
percentdiversityofthetotalU.S.population.Andaftermakingprogressin2022,thedeclinein
2023isverydisappointing.EthnicdiversityremainsparticularlypoorfortheAfricanAmerican/BlackandHispanic/Latinosegments.
Anespeciallytroublesomefindingisthedeclineinethnicdiversityamongentry-levelprofessionals—from34.2percentin2022to31.3percentin2023.
Again,Hispanic/Latinorepresentationdeclineddramatically,from10.9percentin2022to
9.5percentin2023(adeclineof1.4points).ThereweredeclinesforHispanics/Latinosatmostjoblevels.ThedeclineamongtheEntry-LevelProfessional(from11.8percentto10.0percent)wasespeciallydisappointingsincetheHispanic/Latinosegmentskewsyoungerthanthegeneralpopulationandwewouldhaveexpectedanincreasehere.Instead,theindustryexperienced
adecline.
Thequalitativefeedbackreceivedonkeyactionstepsthathavehelpedimprovediversitywithinthemarketingdepartmentshouldbestronglyconsidered.Thataddressesareasincludingtalentrecruitmentandtalentretention.
Forgender,femalerepresentationattheseniorleadershiplevelis57.7percentaccordingtothe
ANAboardofdirectorsandselectmembercompaniesdiversitybenchmarkand59.9percentintheanalysisoftheANAmemberCMOs.Bothareatthehighestlevelsinthesix-yearhistoryofthestudy.
Womencomprisethemajorityofthemarketingindustry’sworkforce:67.2percentaccordingtotheANAboardofdirectorsandselectmembercompaniesdiversitybenchmarkand69.5percentintheanalysisoftheANAoverallmembership.Pertheformerstudy,thegenderofentry-levelprofessionalstaffisalsomajorityfemale(68.9percent).Aspointedoutinpriorreports,fortrueequalitythe
industryneedstorecruitmoreyoungmentoenter(andremainin)theadvertising/marketingindustrytoreflectamorebalancedgenderrepresentation.
11//ADiversityReportfortheAdvertising/MarketingIndustry
II.EXECUTIVESUMMARY
AfocusoftheANAGlobalCMOGrowthCouncilisto“usemarketingtopromoteequityandinclusiontoachieveabetterworldforhumanityandmoregrowthandvalueforbusiness.”Itfurtherspecifies:
•“Ouraspirationmeanseverylinkinthechain,ateverylevel,reflectsequalgenderrepresentation:50percentwomen,50percentmen.Thismeansracialandethnicrepresentationequaltothe
U.S.population.Whenweachievethislevelofequality,evidenceconsistentlypointstobetter
innovation,betterproblem-solving,andmoregrowth.Equalrepresentationbuildsgreateraccesstoopportunity.Equalrepresentationleadstoequityinincomeandwealthcreation.Thatleads
tomorepurchasingpower—whichleadstomarketgrowth.”
Toaccuratelyknowthecurrentstateofdiversity/genderequalityandtheprogresswearemaking
(orlackthereof),wemustmeasureit.TheANAiscommittedtosuchapublicmeasurementregularly.
Tofurthermeasurerepresentationinthemediaandcreativesupplychain,wecontinuetoencourageoursisterindustrytradeassociationstocollectandpubliclyreportthediversitydatafortheir
members(justastheANAhasdonesohere)—foragencies(4A’s),mediacompanies(VAB),andproductioncompanies(AICP).
TheANAGlobalCMOGrowthCouncil,AIMM,SeeHer,andtheANADE&IForumwillhold
discussionsthroughouttheupcomingyeartofurtherpromotediversity,equity,andinclusion.
12//ADiversityReportfortheAdvertising/MarketingIndustry
13//ADiversityReportfortheAdvertising/MarketingIndustry
III.
ANABOARDOFDIRECTORSAND
SELECTMEMBERCOMPANIES
DIVERSITYBENCHMARK:
2023SURVEY
2023
2022
2021
2020
2019
2018
III.ANABOARDOFDIRECTORSANDSELECTMEMBERCOMPANIESDIVERSITYBENCHMARK:2023SURVEY
ThisstudymeasuredgenderandethnicdiversityamongtheU.S.-basedmarketingdepartmentsofANAboardmembercompaniesandothermembercompanies(allclient-sidemarketers).Thestudy,calleda“diversitybenchmark,”hadfourquestions:
•Genderidentity:Brokenoutbyfivedifferentjoblevels.Jobleveldescriptionsandjobtitleexampleswereprovidedtohelpwithconsistencyamongrespondents.
•Ethnicity:Alsobrokenoutbyfivedifferentjoblevels.
•Orientation/Ability:“Doyouremployeeshavetheopportunitytoself-identifyasbeingeitherLGBTQ+oraPersonwithaDisability?”
•Open-endedquestion:“Arethereanykeyactionstepsthathavehelpedyourcompanyimprovediversitywithinthemarketingdepartment?Inaddition,arethereanyuniquepainpointsor
challengesyouhaveencounteredtoimprovediversity?”
Eighty-eightcompaniescompletedthediversitybenchmark—16ANAboardmembercompaniesand72otherANAmembercompanies,representing19,949marketersintotal.Thediversityofparticipantsmakesthe2023respondentbasemorerepresentativeofANAmembershipoverallthananyofthepriorstudies.Therewereparticipantswithover1,000marketersaswellas
participantswithunder10marketers.
Averageper
Company
88
19,949
227
16ANAboardmembers,72othermembers
81
19,966
246
19ANAboardmembers,62othermembers
61
16,514
271
20ANAboardmembers,41othermembers
40
15,419
385
19ANAboardmembers,21othermembers
26
13,078
503
19ANAboardmembers,7AIMMmembers
179,67756917ANAboardmembers
NumberofCompanies
RespondentBase
NumberofMarketers
ThecompletedbenchmarksweresubmittedtotheANAbetweenJuneandDecember2023,askingfordataasofJune30,2023,orasclosetothattimingaspossible.Individualcompanymetricshave
beenkeptconfidentialand“rolledup”toreportaggregateresults.
14//ADiversityReportfortheAdvertising/MarketingIndustry
67.2%
Female
67.5%
Female
63.8%
Female
36.1%
Male
62.9%
Female
37.1%
Male
64.0%
Female
36.0%
Male
62.7%
Female
37.3%
Male
III.ANABOARDOFDIRECTORSANDSELECTMEMBERCOMPANIESDIVERSITYBENCHMARK:2023SURVEY
TheANABoardofDirectors
TheANAremainscommittedtohavingadiverseboard,andconsidersfactorsincludinggender,ethnicity,industrycategory,andregion.TheANAboardofdirectorshad39membersasoftheOctober2023ANAboardofdirectorsmeeting.
•Gender:22women,17men
•Ethnicity:24WhiteNon-Hispanic,2Hispanic,8AfricanAmerican,5Asian
Theboardis38percentethnicallydiverse,versus40percentin2022,40percentin2021,33percentin2020,and24percentin2019.
ItremainsaprioritytomaintainthediversityoftheANAboard.
GenderIdentity
Overall
Thegenderidentityforthe
marketingdepartmentsof
participatingANAmember
companiesskewshighlyfemale:
67.2percentfemaleand
32.6percentmaleinthe
2023study.
2023
2022
2021
2020
2019
2018
Male32.6%
Non-Binary0.2%
Male32.4%
Non-Binary0.1%
Non-Binary0.1%
15//ADiversityReportfortheAdvertising/MarketingIndustry
III.ANABOARDOFDIRECTORSANDSELECTMEMBERCOMPANIESDIVERSITYBENCHMARK:2023SURVEY
ByJobLevel
Thegenderofmarketingdepartmentstaffskews
femaleforeveryjoblevel.Generallyspeaking,the
higherthejoblevel,thelowerthepercentageof
women:74.0percentforadmin(thelowestjoblevel)
and57.7percentforsenior.
SeniorLevel
Thiscategoryisreservedforthehighestlevelwithinthemarketingteam,likely5to10percentoftotal.Includesindividualswhoplan,direct,andformulatestrategy.
Jobtitleexamples:DivisionPresident,GeneralManager,ManagingDirector,ChiefMarketingOfficer,ChiefBrandOfficer,Other“Chief”Officer,ExecutiveVP,SeniorVP,VicePresident
Mid-Level/UpperEnd
Individualsinthiscategorytakedirectionfromthoseattheseniorlevel.Thisjobcategoryincludesmanagers
atthegroup,regional,ordivisionallevelofthemarketingteam.Generallyhasatleasttwodirectreports.
Jobtitleexamples:AssistantVP,Director,Category
Manager/Leader,GroupProductManager,Country
Manager,NationalManager
Mid-Level/LowerEnd
Mayleadfirst-lineemployees(entryandprofessional
staff)orworkprimarilyindependentlyoverafunction
orprocess.Jobminimallyrequirescollegedegreeor
experienceofacomparablebackground.
Jobtitleexamples:AdvertisingManager,BrandManager,BusinessManager,MarketingManager,MediaManager,ProductManager,SalesManager,Manager,Supervisor
Entry-LevelProfessional
Usuallyholdjunior-levelprofessionalpositionsthat
requirespecificskillsorcollegedegrees.Generally
hasnosupervisoryresponsibilityoverothers.
Jobtitleexamples:AssociateManager(Advertising,
Brand,Business,Product),AccountExecutive
Admin/Clerical/Support
Includesallclericaland/oradministrativesupportstaff
whotypicallyworkunderclosesupervision.
Jobtitleexamples:Coordinator,Administrator,Assistant,Associate
ALL
SeniorLevel
Mid-Level/UpperEnd
Mid-Level/LowerEnd
Entry-LevelProfessional
Admin/Clerical/Support
Non-Binary
0.2%
0.2%
0.2%
0.3%
0.1%
0.4%
68.2%
68.9%
62.4%
32.6%
25.6%
74.0%
37.4%
67.2%
57.7%
31.0%
31.5%
42.1%
Female
Male
16//ADiversityReportfortheAdvertising/MarketingIndustry
SeniorLevel
Theseniorlevelwasdefinedtostudyparticipantsas
“Thehighestlevelwithinthemarketingteam,likely5to10
percentoftotal.”Thislevelhasahigherfemaleskewin2023thanatanyotherpointinthesix-yearhistoryofthestudy.
Entry-LevelProfessional
Theentry-levelprofessionalwasdefinedinpartas“Usuallyholdjunior-levelprofessionalpositionsthatrequirespecificskillsorcollegedegrees.”
Thegenderofentry-levelprofessionalstaffispredominantlyfemaleat68.9%percent.
Accordingtothe
NationalStudentClearinghouseResearch
Center,
asofSpring2023womenmadeup58percentof
U.S.collegeundergraduates,andeachyearfarmorewomen
areenrollinginhighereducationthanmen.
TheWallStreet
Journal
and
LosAngelesTimes
havebothreportedonthisissue.Thismacropopulationtrendisakeydriverintheincreased
femaleskewinadvertising/marketingattheentrylevel.
III.ANABOARDOFDIRECTORSANDSELECTMEMBERCOMPANIESDIVERSITYBENCHMARK:2023SURVEY
SeniorLevel
FemalePercentage
202357.7%
2022
55.6%
2021
54.8%
2020
56.2%
2019
52.3%
201846.0%
Entry-LevelProfessionalFemalePercentage
202368.9%
2022
67.8%
2021
70.8%
2020
65.5%
2019
65.3%
201867.6%
17//ADiversityReportfortheAdvertising/MarketingIndustry
III.ANABOARDOFDIRECTORSANDSELECTMEMBERCOMPANIESDIVERSITYBENCHMAR
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