Didn’t we do that already? The new challenges for Create Space
In 2021, the Advertising Council Australia launched Create Space, an ongoing program to drive progress on inclusion, diversity and belonging in the advertising industry.
Now, two years on, Hannah Sturrock, national head of engagement at the ACA, looks at the new set of challenges for its "board-endorsed, data-driven, globally linked, multi-year program of influence and action."
Two years ago, the Advertising Council Australia launched a new program for the broader advertising industry called Create Space. Yes, that was two years ago!
It was a time of viral outbreaks, closed borders, talent shortages and WFH madness.
Envisaged as the vibrant home base for DE&I in adland, Create Space was unusual in that it wasn’t a tactical campaign or a one-off survey. It wasn’t created by the underrepresented and marginalised people in the industry, although they were great supporters. Create Space was a board-endorsed, data-driven, globally linked, multi-year program of influence and action.
It launched in a multicoloured flurry of media and social coverage endorsing the need for, and power of, a serious D&I program that would deliver data and direction.
2,652 people responded to the inaugural census. Using Kantar’s Inclusion Index methodology, we captured a representative and textured picture of how the industry looked and how it behaved.
The census fuelled a robust report and – critically – an action plan, unveiled in July 2022, covering everything from gender pay gaps to neurodivergence, from social mobility to microaggressions.
This year, we published three more actions tackling issues around disability, ethnicity and LGBTQ+ experiences. Actions were supported with webinars, toolkits and templates to reduce overwhelm and increase impact. We ran sessions on Respect@Work and Psychosocial legislation and launched our accreditation program, enshrining professional standards and a new code of conduct.
Two years later, as ACA prepares to run the survey for the second time to chart progress, I get so many questions about the impact of Create Space, I wanted to record and share what I see as the biggest challenges for systemic change initiatives like this one.
First, TLDR, the census is running again on November 1, anyone working in adland can fill it out, it’s 100% anonymous and we want to get as many responses as possible to ensure it reflects the industry, not just a particularly passionate pocket of people. Head to createspacecensus.com for all the details.
Onto the big rocks:
Change is not a campaign
When we launched Create Space in 2021 it was breaking news and therefore worthy of coverage. Two years later, it feels like interest is waning even if awareness is higher.
We’re now wrestling with the tricky second album.
Adland is wired to admire and support novel ideas. Create Space isn’t the new thing in 2023. Another round of detailed research isn’t an engaging headline. “Didn’t we just do that?” is a phrase that haunts me.
There is far too much emphasis on activities, and not enough on equitable outcomes. Change is not a campaign. It takes strategic commitment to affect long-term shifts in demographics and culture. And strategy relies on good data. Not sexy. But essential if we’re to be held accountable for progress.
Engaging the disengaged
If DE&I is our product, our regular “buyers” are advocates who want to see the industry evolve to be more supportive and diverse.
This passionate group will promote the census, they’ll share our posts, they’ll attend the webinars. They’ll fly the flag for DE&I without being asked. We love them dearly. However….
We don’t need to convert this audience.
The real challenge for Create Space is connecting with the much larger cohort who are less interested in DE&I and could be barriers to progress if we fail to win their support.
To avoid ‘talking to ourselves’ we need to reposition inclusion and diversity as a cause that eventually affects everyone through age, mental wellbeing, caring responsibilities, and our capacity to run profitable businesses. Because…
Without renewable human resources we’re all fucked
Another message often missing in conversations about DE&I is how it underpins the sector’s commercial viability. Adland needs our essential resources e.g. humans to be renewable which means looking ahead.
Gen Z will be 27% of the global workforce by 2025. This emerging generation has higher expectations for the workplace than ever before, particularly around environment, culture, and support.
Whether your motivations are personal, political or purely commercial, talent is our lifeblood and our most important audience. DE&I is an investment and an insurance policy and should be on the agenda and the risk register for all leadership teams and boards.
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So, we need more awareness of the census on November 1 and we need everyone in the industry to rally behind this enduring program of work.
Because Create Space is much more than a survey. Create Space is a long-term strategic inclusion and diversity program to unite behind a progressive, safe, sustainable industry.
Accepting that change is possible – and needed – is the essential precursor to everything.
This year’s Create Space Census takes place on Wednesday 1 November to chart the ad industry’s progress on diversity and inclusion. Jump onto createspacecensus.com on the day to complete the 15-minute survey. It’s anonymous and will remain open for a month through to November 28.
