‘The best ads inspire culture, the worst bully it’: Responding to DEI in adland
Here, storied creative Chas Bayfield observes that diversity in ads has gone from almost non-existent to ubiquitous in a decade, while behind the scenes socio-economic uniformity remains.
Death Star: Those questioning the extent of diversity representation in ads are taking on a big adversary (Midjourney)
There has been a lot of talk recently about Steve Harrison’s book, Adland’s Progressive Gaze.
Harrison, an award winning British copywriter, wrote his book as a response to purpose-driven advertising, and the rise of DEI (Diversity, Equity and Inclusion).
It is fair to say that the silent support for this book has been deafening. Fans, I assume, are showing their fanaticism quietly by buying the book rather than defending Steve. A few predictable voices are rounding on the author. They say the book is self-published, a clear sign that it must be crap. And how dare anyone challenge the gods of diversity and purpose?
I have only just started the book — Steve kindly sent me a pdf — so I can’t offer a review yet. However, I have been following both his posts and his defence of his opinions when in the line of fire, and admiring his courage and eloquence. The DEI machine can seem like a Death Star, and we get in its way at our peril.
Culture war rubbish. Adland staff are largely able-bodied and middle class, fine, why should that impact the output? You can’t accurately portray the makeup of society in every single ad – but you CAN strive to INCLUDE people of diverse backgrounds in your ads. It’s proven to be more effective with anyone except the vocal minority, who are oh so offended that the ads they see aren’t full of straight, white people. Why should anyone bend over backwards for the “your facts don’t care about my feelings” crowd?
Nope. Your point fails to acknowledge that many in adland view diversity solely through the lens of immutable characteristics, or put another way, identity.
The offense you proclaim to know about is less about a ‘vocal minority’ and more about the fact that diversity really should be about diversity.
All we have at the moment are race-swapped ads where one of the BAME characters is simply playing the role a white person once would have, as opposed to celebrating and recognising the actual diversity that does exist in Australia.
I disagree. Those commenting may be a minority, but I believe they represent a much larger number of people. If we force feed diversity in ads (the stats I shared were 51% non white actors in ads in a nation with only 14% non white population) it feels like social engineering. As advertisers, we can’t afford to piss off the public unless that is in the DNA of the brand we are promoting.
Finally, someone dares to speak out. Hooray!
Well done Chas. What you say just seems like common sense to me. It’s a shocking sign of how far we have declined as an industry and as a culture, that speaking out in this ways is seen as brave. I hope more people are inspired to call this out. Though I have observed from personal experience it’s much easier to be brave and speak the truth when you no longer rely on an advertising salary.
I think I speak for a lot of people. And I 100% still depend on advertising for income. I just trust that a lot of employers are as sick of the virtue signalling masquerading as actual productive change as I am. Also, I liked iris!
Crazy brave.
Yes Chas. Totally agree.
Steve’s book is a very considered and well-researched distillation of what has gone wrong with our industry. It’s deflating that a sensible conversation about this cannot be had in the open without pejorative labels being attached to those questioning the way some admirable recruitment policies are being so badly interpreted and implemented. The meritocracy is gone. And you can see it in the work. If adland really wanted to address inclusion, we’d be laser-focused on supporting those from working class backgrounds while falling over ourselves to retain the most experienced talent (who in turn can infuse younger minds with their hard-won knowledge and creative acumen). The doors have all but closed on young male creative talent entering agencies. And while more can definitely be done to ensure women stay in the industry long enough to occupy more senior positions – including investment in better leave for partners – we should also be mindful of a generation of ‘diverse’ talent who feel entitled to lightning-quick career advancement without doing the hard yards.
Hi Chas,
I’m mid way through Steve’s book too – current gig involves reading / editing thousands of words a day (not sure there’s any money for a 61 year old writer in adland even if, don’t laugh, I could get a job!) so reading for pleasure a busman’s holiday atm.
But I dropped him a supportive line the other day and being the gent he is he of course replied.
Yes. To this erudite piece of yours.
And, quite simply, yes to Steve’s book.
And no. Not commenting anonymously.
Stu