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Industry knowledge

WFA produces resources, research and guides across a wide range of emerging marketing topics and challenges. All the work is informed by WFA member input and developed in close cooperation with the best experts from across the industry.

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  1. There is no general consumer

    There is no general consumer

    Aline Santos

    A view by Aline Santos, Unilever EVP Global Marketing and Chief Diversity & Inclusion Officer

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  2. Diverse coalitions create breakthrough solutions

    Diverse coalitions create breakthrough solutions

    Jane Wakely

    A view by Jane Wakely, Lead CMO, Mars Incorporated

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  3. Accelerating to equal

    Accelerating to equal

    Marc Pritchard

    A view by Marc Pritchard, Chief Brand Officr, P&G

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  4. Inclusion starts at home

    Inclusion starts at home

    WFA

    WFA has compiled some practical tips for fostering a culture of inclusion across all levels of an organisation

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  5. True equality is a work-in-progress

    True equality is a work-in-progress

    Raja Rajamannar

    A view by Raja Rajamannar, WFA President and Chief Marketing and Communications Officer of Mastercard

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  6. The Unstereotype Metric

    The Unstereotype Metric

    Unstereotype Alliance

    Developed for the Unstereotype Alliance, it helps measure gender portrayal in advertising

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  7. Let's talk about bias
    Expert opinion
    Inclusive marketing

    Let's talk about bias

    Camelia Cristache

    How do you overcome the inherent bias that we all bring to the table? Diageo and Unilever share some views on how to get the 3Ps of progressive representation right: presence, personality, perspective

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  8. Advertising has rebranded diversity, and it isn’t a positive change
    Expert opinion
    Advertising & policyInclusive marketingContent marketing

    Advertising has rebranded diversity, and it isn’t a positive change

    Belinda Smith

    Diversity efforts are often whitewashed and dulled down, says Belinda Smith, Global Head of Media, Electronic Arts. Here are 5 ways to improve these initiatives

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  9. How to create LGBTQ+ inclusive advertising

    How to create LGBTQ+ inclusive advertising

    Outvertising

    This guide aims to help brands bring to life a campaign in paid advertising for a general audience that includes or features LGBT+ people. That means including scenes or images with LGBT+ people in general advertising,or conversations and language that refers to LGBT+ people and their relationships.

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  10. Bias and inclusion in Advertising: An analysis of 2018 Cannes Lions Film Craft Ads

    Bias and inclusion in Advertising: An analysis of 2018 Cannes Lions Film Craft Ads

    Geena Davis Institute

    This study examines representations of gender, race/ethnicity, sexual orientation (LGBTQ), and ability (with a focus on people with disabilities) among characters in Cannes Lions ads from 2018. Furthermore, it compared findings from 2018 to gender representations in Cannes Lions Film Craft advertisements from the previous decade (2006-2017).

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  11. Better Marketing: Marketing can be a force for positive gender and ethnicity portrayals
    Event reports
    Advertising & policyBrand purposeGlobal Marketer WeekInclusive marketing

    Better Marketing: Marketing can be a force for positive gender and ethnicity portrayals

    Electronic Arts

    Belinda J. Smith, Global Head of Media at Electronic Arts, makes the case on how marketing can change the world for the better.

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  12. The Gender Equality Measure

    The Gender Equality Measure

    ANA, USA

    The questions used in the Gender Equality Measure (GEM™) module, which helps business leaders make better decisions by addressing unconscious bias within media and programming.

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  13. WFA talks Better Marketing: Gender and diversity
    Video
    Advertising & policyCannes LionsInclusive marketing

    WFA talks Better Marketing: Gender and diversity

    WFA, The Economist Group

    At Cannes Lions 2018, global CMOs shared their views on gender and diversity in marketing: Syl Saller and Grainne Wafer (Diageo), Antonio Lucio (former HP), Keith Weed (Unilever), Jane Wakely (Mars), Raja Rajamannar (Mastercard)

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  14. The case for unstereotyping ads
    Expert opinion
    Advertising & policyCannes LionsInclusive marketing

    The case for unstereotyping ads

    Stephan Loerke

    The industry needs to move with the times in terms of gender portrayal. And it is not just a 'nice to have'.

    Read more about "The case for unstereotyping ads"