Ad Industry Is Failing to Attract Black Professionals
In the summer of 2022, The Myers Report conducted a survey of 2,574 advertiser, agency and media professionals and found that only 4.4% identified as Black or African American. At one-third the projected size of the U.S. Black/Non-Hispanic population (12.1% according to the most recent 2020 Census), the ad industry still has much work to do in attracting and engaging this important demographic group. As recently as 2020 (pre-pandemic), The Myers Report had similar findings with 4.9% of the industry identified as Black or African American women and 1.6% as Black or African American men. Even the Association for National Advertisers (ANA), which primarily monitors progress in this area among marketers, reported in the fall of 2021 that 6.6% of professionals in their member companies identified as African American or Black -- roughly half of their presence in the general population.
Myers Study Results Among Ethnic Populations and Comparisons to Census Data
On screen and in cultural products, the NAACP recently acknowledged in April 2021 that our industry has made significant progress in advancing the representation of diverse groups with more Black and African American characters in leading or featured roles. Behind-the-scenes, however, their voices remain noticeably under-represented or un-empowered to make critical decisions about how or if their culture is portrayed. The Myers study unearthed evidence that corroborated this as well. When asked if they felt empowered and safe to take risks in making decisions that affect their company's business, only 19.7% of Black respondents strongly agreed versus 28.3% across the entire study.
Myers Study Results on Empowerment to Take Risks
To be fair, among multiple metrics, Black industry professionals outscored their colleagues in areas such as "feeling supported," "asking for help" or "being comfortable making mistakes." That said, there is an out-sized discomfort when it comes to working with confidence and having a sense of inclusion. While nearly two-thirds of Black respondents believe that the industry supports People of Color (63.4%), less than a quarter (22.5%) felt they worked in an environment with colleagues who "look like me" -- a figure that significantly trailed the LGBTQ+ community (57%), Non-Binary community (56%), Asians (53%) and Hispanics (50%).
Supported But Alone -- The Myers Report Results on Inclusion
The fact that this demographic group historically over-indexes the general population when it comes to consumption of entertainment content introduces yet another layer of complication in getting the Diversity, Equity and Inclusion formula right. An imbalanced approach between on-screen and off-screen efforts reflects a reality that ultimately seeds inaccurate expectations and aspirations for opportunity and growth in the real world. It's not enough to see your race represented equitably and in roles of power; you have to be able to achieve it. We've begun to move the needle on-screen, now it's time to balance the equation behind-the-screen. Results of the latest Myers Report study indicate that retention will be as important as recruitment as we work toward attaining that balance. Black and African American respondents were the second largest group planning to make a job change outside our industry (15.5%), a sign that retention is a salient concern.
The Myers Report Job Change Outside Industry Findings -- Ethnic Groups v Total Respondents
Coming up this October is Advancing Diversity Week (Oct 17-20), an opportunity for companies, organizations, professionals, educators and job seekers to come together and propel our industry's effort to attract, retain and grow the diverse voices who will be needed to equalize issues of representation and inclusion in front of and behind the screens. Hosted by MediaVillage and AdvancingDiversity.org, the week will provide opportunities to thoughtfully engage and share best practices as well as honor this year's inductees into the 2022 Hall of Honors. For more information about how you can be part of this important conversation, visit our link here.
Stacey Lynn Schulman
Stacey Lynn Schulman is an award-winning executive at the intersection of marketing and analytics. As the founder of Hi: Human Insight, Schulman is laser-focused on the human aspect to data insights and strategy. She is highly experienced as both a new media…
