During the last couple of months I've seen and read the marketing industry discuss and debate the need for greater diversity in the industry and how that can happen. More apprenticeships, talent programmes, positive discrimination etc etc. But yet some of these discussions have utilised rhetoric which in itself shows the industry still doesn't understand the problem.
In this week's Marketing Week it mentions people not coming through the established university route as one of the potential reasons for a lack of diversity (by the way I went to an established uni and know many who did too). Therefore making an assumption that there is a need to consider lowering the entry routes at graduate level to compensate. Is that what we want for BME graduates to possibly be considered or even employed on a completely different standard/requirements to their white counterparts!?? Is affirmative action the solution .... I'm not sure. Although the industry does need to reconsider what the entry requirement is at this level, or even be more attractive to all.
However it's not just an issue for those entering the industry at graduate level, there is also a need to provide more opportunities for entry through apprenticeships as well as to develop and support existing BME marketeers to reach the top echelons. Many of my fellow BME marketing counterparts have left organisations and set up their own businesses due to not being able to progress or the perception of a glass ceiling. Whether or not this was the case, the fact they didn't see anyone (or very few) that looked like them as a head of, director or chief marketing officer or equivalent may have been a contributing factor.
For those of you who don't work in marketing you may be asking why its necessary for organisations to have diverse marketing teams, middle management and senior leadership that is more representative of their audiences. Just think about the adverts that fail to include any ethnic representation although customers from these groups have effectively grown the business and remained loyal to it. The adverts and campaigns that use stereotypical characters that you find patronising or even derogatory. Why we are still questioning (with astonishment) why make-up beauty brands do not sell their full product lines here in the UK (including full colour spectrum), but do in the States? We know black women spend significantly more money than white women on hair and beauty £ for £ so you would think it was a no brainer wouldn't you!!!!?? It's because they lack an understanding of particular segments of their (potential) market and diverse teams would help them not only be much more customer centric but also provide an opportunity to bring in new solutions, develop new products and lines open new markets etc. It's a win, win for all.
I'm glad that the industry is opening it's eyes to the problem. I just hope they realise - that like womens pay, and the fact that there a large number of women in the industry but yet men are most likely to be in senior positions - it's not just something to talk about for ages and not really do anything about. We need to put in steps through all levels to create a more diverse and better representative industry for all, and this problem is not just the marketing departments or agencies to solve. More diverse businesses and not just at entry level or in low skilled positions benefits us all!!
Need to be inspired Karen Blackett Chief Executive MediaCom
Image credit: The Telegraph online
Pertinent points well made
ReplyDelete