“Stay the course on DEI and sustainability.” WFA CEO appeals to the industry ahead of Cannes

“One in seven of the people in marketing globally may leave the industry as it doesn’t reflect, accommodate or welcome their lived experiences. We definitively need to change that if we want to continue to be able to attract the best talent.”

We know most WFA member companies are still working as hard as ever in these areas, but even those that are making progress are increasingly reluctant to talk about them.

Retreating like this and remaining silent feels like a big step backwards for us as an industry.

The WFA-led 2023 Global DEI Census found one in seven of the people in marketing globally may leave the industry as it doesn’t reflect, accommodate or welcome their lived experiences. We definitively need to change that if we want to continue to be able to attract the best talent.

In a polarised and increasingly tense world, I understand no one wants to attract public criticism for taking a stand but brands may choose to nuance or adjust how and where they communicate their commitments.

And, in a tough economic operating environment, I do understand that shareholders need to hear marketers are putting growth first. But delivering on DEI and sustainability targets is an integral part of the growth agenda, not a distraction from it.

For each agenda - and they are interlinked - the ROI is clear. All the data – including new research that the Unstereotype Alliance will unveil at Cannes – shows that progressive brands drive business growth.

And all the data shows that consumers want brands to take the lead when it comes to addressing society’s biggest challenges. There is a whole body of research telling us people trust brands more than governments, media and even civil society to deliver real change.

How can we take people with us on the changes needed to reduce the impact of climate change, if we shy away from talking about it?

As the world shapeshifts, how can we reach out to diverse communities to drive brand growth, if we don’t feature their lives in our marketing?

If we step back, who will push for progress on these vital areas?

As a sector, we must keep on course.

At WFA, we’re about making progress, not perfection. We are 100% committed to continuing our work on these issues:

• This week, we’re publishing a new guide to DEI in Content Production, designed to help marketing teams accelerate representation behind and in front of the camera;
• We are also launching new guidelines in partnership with Ad Net Zero to help agencies and advertisers measure and reduce the carbon footprint of their digital media investment, a key contributor to climate change.

Yes, I naturally want our discussions in Cannes to focus on creativity and how it can boost brand growth, but also the big questions about our roles as brands and agencies in improving the world we live in.

Making progress on sustainability and DEI and driving brand growth are not exclusive. And, yes, these agendas are at the heart of work that gets awarded. Last year, 45% of the Gold Lions and above featured work involving DEI or Social Impact, for example.

Back in 2019, Sir David Attenborough told the WFA’s Global Marketer Week that climate change is now “a communications challenge”.

If we, as communications and creative experts, can’t talk about these issues at Cannes, then we are unlikely to push for them in the boardroom.