First-ever global industry census of diversity and inclusion in the marketing and advertising industry is now live.


Ireland chosen to take part in WFA first-ever global industry census of diversity and inclusion in the marketing and advertising industry.

  • Irish survey results will feed into global initiative to investigate workforce composition across the industry
  • 22 countries taking part in bid to establish tangible baseline for the global industry which will help inform an action plan for improvement led by the WFA

The Association of Advertisers in Ireland (AAI), the national advocacy group for promoting the interests of advertisers, is delighted to announce that the first ever global census of the advertising and marketing industry is now open for completion by Irish advertising and marketing practitioners. 

The research will assess where the global advertising and marketing industry is in relation to diversity, equity and inclusion by investigating workforce composition across the industry. It will also look at people’s perception of diversity and inclusion in the workplace, including their sense of belonging and their perception of progress. 

Members of the Irish advertising and marketing sector can now visit this site to give their insights and the census questionnaire will be live until July 2:

– https://kantarinsights.fra1.qualtrics.com/jfe/form/SV_aeIETsOlYwl074y

The WFA believe that the strains and pressures of the pandemic have made it harder for many organisations to prioritise their diversity and inclusion efforts, while research has found that many women, in particular, have considered leaving the profession. Working alongside Kantar, the goal is to generate the largest and most representative sample possible, with the aim of establishing a tangible baseline for the global industry which will help inform an action plan for improvement led by the WFA’s taskforce.

Ireland has been chosen as one of the 22 countries to participate in the census and the other countries are: Belgium, Brazil, Canada, Colombia, France, Greece, the Gulf Cooperation Council (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates), Hong Kong (SAR), China, India, Japan, Malaysia, the Netherlands, New Zealand, Pakistan, Portugal, Singapore, South Africa, Spain, Sweden, Turkey and USA. 

The results will be compiled and analysed by Kantar and the key findings will be published by Campaign’s global network of editions later in the year and presented at leading industry events in October 2021. The results will also be used as the basis for an action plan devised and led by WFA’s Diversity and Inclusion Task Force. 

Barry Dooley, Chief Executive of the AAI, saidDuring lockdown, while some companies focused on survival, diversity and inclusion took a back seat but never before has D&I been so important. We owe it to employees to put greater emphasis on this as the breadth of backgrounds, perspectives and experiences is what enables success and drives growth. This global industry-first research is a huge step in advancing diversity and inclusion across the industry. In addition, the AAI and WFA look forward to conducting this survey every year so that this situation can be continually monitored for the benefit of the advertising and marketing industry as a whole.”

Stephan Loerke, WFA CEO, added: “This is a historic moment for our industry. For all the talk of ‘we are in this together’, the pandemic has shown this to be simply untrue. Inequalities have been exacerbated by recent hardships. Anecdotal evidence suggests the industry is going backwards on diversity and inclusion. It is imperative we get a first-ever industry baseline so that we can draw a line in the sand and move forward together in improving the state of diversity, equity and inclusion in our industry.”

Read more about this in The Irish Times , in Adworld and in Marketing.ie

Find out more about becoming a Member Find out more about becoming a Member