Study Finds Aussie Comms Agencies Sadly Lacking On Cultural Diversity
A new report released by the Scanlon Foundation and integrated communications agency Think HQ has shown Australian communications agencies are failing to ‘walk the walk’ when it comes to cultural diversity. Read a snapshot of the report at the bottom of this article.
The Framework for Agency Inclusion and Representation (FAIR) report found high awareness but limited knowledge and inconsistent practices when it comes to building cultural diversity in agency workforces and campaigns among Australian communications agencies.
The report showed that nearly three-quarters of Australian communications agencies don’t regularly recommend their clients consider culturally and linguistically diverse audiences, with only 25.8 per cent of respondents saying their agencies do so even ‘some of the time’.
This is despite ABS data showing that nearly half of all Australians were either born overseas or had at least one parent who was born overseas, and one in five Australians speak a language other than English at home, calling into question the ability of our communications professionals to speak to all Australians.
Importantly the report also indicated respondents were overwhelmingly Anglo-Celtic at 82 per cent (compared to 58 per cent of the Australian population) and only half (49.6 per cent) said their agency had a diversity and inclusion (D&I) policy.
The report showed that many industry leaders acknowledged that they had not consciously done enough to integrate cultural diversity into their business and struggled to estimate the proportion of their employees who come from culturally and linguistically diverse (CALD) backgrounds.
Co-commissioner of the report, managing director of Think HQ Jen Sharpe said that the time for action on this issue has come.
“Despite great awareness of the importance of diversity and almost universal agreement the industry needs to do more, the fact that half of agency workplaces don’t have a D&I policy reflects a stark gap between awareness, rhetoric and practice,” Sharpe said.
Led by RMIT Honorary University Fellow, Dr Marianne D. Sison, the 2021 report is the first in a planned series of annual reports that aims to benchmark and track these issues over time.
The exploratory study examined the cultural makeup of the industry’s workforce and perceptions and practices around cultural diversity through in-depth interviews with senior agency leaders in Australia’s advertising, PR and communication agencies and a national online survey open to agency staff at all levels.
Author Dr Sison said that there is a need for greater capability around cultural diversity with benefits that go beyond commercial returns.
“The opportunity exists for the communication industry and academia to partner and co-develop resources, checklists and frameworks to guide practitioners in enhancing their cultural diversity competence and capabilities.
“The results indicated a strong desire for industry practitioners to learn more about the diverse cultures within their agencies, they just need to know how and where to start,” Dr Sison said.
“As one of the worlds’ most successful multicultural societies the focus should be on more than the direct tangible benefits to agencies and the whole communication industry, a deep commitment to cultural diversity and inclusion contributes to a richer, and socially cohesive Australia.”
Research snapshot
A cultural snapshot of the industry
- More than four in 10 (43%) said client briefs only sometimes required engaging with multicultural audiences.
- Only one in five (21%) said their agency always proactively recommended engagement with multicultural audiences in client briefs, but only one in four (25.8%) did so ‘some’ of the time.
- The majority of the one in four born overseas were from other Anglo-Celtic countries (UK, USA, NZ, Ireland and South Africa), representing 12% of the total, with another 3% European.
- Only 8% of respondents were of Asian background
- Latin American and African each accounted for 1.5%
- Only 3% of respondents were Indigenous
- Among respondents who identified as senior leaders seven in 10 (71%) were born in Australia, with the figure rising to 86% when other Anglo-Celtic countries were included.
Diversity important but ignored
- Almost all survey respondents (97%) believed cultural diversity in the communications industry is very or extremely important.
- 65% agreed the sector is not culturally representative of the Australian population
- 91% agreed more needs to be done to increase representation.
Strong desire to build cultural competency
- Three in four assessed their own cultural awareness and competency as relatively or very high.
- Just as many (three in four) said it would be useful to have resources and tools to help agencies support cultural inclusion and representation.
Latest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.