The Association of National Advertisers (ANA) has highlighted a significant disparity in the representation of African Americans in the advertising industry compared to their population in the U.S. According to a recent report by the ANA, Black individuals constitute only 7.2% of the workforce in advertising, while they make up 12.05% of the national population. This data, derived from analyzing the ethnicity and gender information of over 27,000 individuals from more than a thousand ANA member companies, points to a larger issue of ethnic diversity decline in the industry, from 32.3% to 30.8% over the past year, despite previous gains.
The gender diversity within the industry remains relatively high, yet the drop in overall ethnic diversity raises concerns, especially in light of the advertising industry’s outward promotion of diverse marketing campaigns. This contrast suggests that efforts toward Diversity, Equity, Inclusion, and Belonging (DEIB) may be more pronounced in external marketing strategies than in internal hiring and retention practices.
Echoing this concern, the American Association of Advertising Agencies (4A’s) observed a decrease in diverse leadership within ad agencies, noting a shift towards predominantly white leadership from 73% to 90% between 2021 and 2022. The 4A’s further reported that Black representation in the industry stands at an even lower rate of 6.99%, with white individuals making up 64.63%.
Critics of the industry have long argued that the advertising sector benefits from Black culture and imagery in its campaigns while failing to include Black professionals in its executive ranks. The ANA’s report and statements from its leadership emphasize the need for a sustained commitment to DEIB as both a moral imperative and a strategic business approach to fostering authentic consumer connections, creativity, innovation, and ultimately, business growth.
Bob Liodice, CEO of ANA, stressed the importance of continuing to prioritize diversity as a key human resource strategy for the industry. Similarly, Gilbert Dávila, co-founder of ANA’s Alliance for Inclusive and Multicultural Marketing, underscored the necessity of enhancing efforts to recruit, attract, and retain diverse talent to drive business success and make genuine connections with a diverse consumer base.