New Study Shows Diversity At All-Time High Among ANA Members | About the ANA | ANA

New Study Shows Diversity At All-Time High Among ANA Members

Marketing Industry Continues to Skew Female

NEW YORK (November 7, 2022) — Ethnic and female representation among employees at ANA member companies is the highest it’s been since the ANA began tracking DEI levels in 2018, according to a new report.

The study, “A Diversity Report for the Advertising/Marketing Industry,” was conducted by the ANA and it’s Alliance for Inclusive and Multicultural Marketing (AIMM).  It also revealed that the marketing industry continues to skew largely female, including top marketing industry executives.

The study marks the fifth annual iteration of the report, which tracks the gender and ethnic diversity of ANA member companies and recommends steps to improve diversity.

The report consists of three surveys designed to provide a broad understanding of diversity at ANA member companies:

  1. ANA Board of Directors and Select Member Companies Diversity Benchmark: Gender and ethnic diversity among the U.S.-based marketing departments of 81 ANA member companies, representing 19,966 marketers.
  2. ANA Overall Membership: Gender and ethnic diversity of the overall ANA membership, representing 32,623 individuals who provided gender identity and 29,194 who provided ethnic diversity information.
  3. ANA Member CMOs: Gender and ethnic diversity of the CMO/CMO-equivalent at 931 ANA member client-side marketers

ETHNIC DIVERSITY

In the two studies that analyze the broader ANA membership, ethnic diversity overall is the highest it’s been in the five-year history of the report. However, both are behind the 42.2 percent ethnic diversity of the U.S. general population, per the 2020 Census.

  • 32.3 percent ethnically diverse per the ANA Diversity Benchmark
  • 29.1 percent ethnically diverse per the analysis of the ANA Overall Membership

Ethnic Overall %

2022

2021

2020

2019

2018

Diversity Benchmark

32.3%

30.8%

28.5%

27.6%

29.4%

Overall Membership

29.1%

27.2%

26%

25%

26%

Senior Level


The report revealed that 27.4 percent of senior-level executives are ethnically diverse per the ANA Diversity Benchmark (defined as “the highest level within the marketing team, likely 5 to 10 percent of total”).  Meanwhile, 14.6 percent of CMOs were ethnically diverse, per the analysis of the CMO/CMO-equivalent at ANA client-side marketer member companies.

The study showed that ethnic diversity at the senior level is the second highest it’s ever been in the ANA Diversity Benchmark study and highest ever per the analysis of ANA Member CMOs. Despite some modest progress, ethnic diversity at the senior level lags far behind the ethnic diversity of the U.S. general population.

Ethnic Senior %

2022

2021

2020

2019

2018

Diversity Benchmark

27.4%

28.5%

26.4%

25.4%

26.2%

ANA Member CMOs

14.6%

13.7%

12%

12%

13%

Ethnic Diversity by Specific Segment


The industry is 7.2 percent African American/Black, 10.2 percent Asian, and 10.9 percent Hispanic/Latino. African American/Black and Hispanic/Latino both increased notably between 2021 and 2022, yet representation for both is still significantly lower than their proportion of the U.S. population (per the ANA Diversity Benchmark)

 

2022

2021

U.S. Census

Total Diverse

32.3%

30.8%

42.2%

African American/Black

7.2%

6.6%

12.1%

Asian

10.2%

11.7%

5.9%

Hispanic/Latino

10.9%

8.9%

18.7%

GENDER DIVERSITY

In the two studies of the broader ANA membership, female representation overall is the highest it’s been in the five-year history of the report.

  • 67.5 percent female / 32.4 percent male / 0.1 percent non-Binary per the ANA Board of Directors and Select Member Companies Diversity Benchmark
  • 68.3 percent female / 31.6 percent male / 0.1 percent non-Binary per the analysis of the ANA Overall Membership

Female Overall %

2022

2021

2020

2019

2018

Diversity Benchmark

67.5%

63.8%

62.9%

64.0%

62.7%

Overall Membership

68.3%

67.1%

67%

68%

67%

Senior Level

Female representation at the senior level is the second highest it’s ever been in the ANA Diversity Benchmark study and highest ever per the analysis of ANA Member CMOs.

  • 55.6 percent female per the ANA Diversity Benchmark (defined as “the highest level within the marketing team, likely 5 to 10 percent of total”)
  • 57.3 percent female per the analysis of the CMO/CMO-equivalent at ANA client-side marketer member companies

Female Senior %

2022

2021

2020

2019

2018

Diversity Benchmark

55.6%

54.8%

56.2%

52.3%

46.0%

ANA Member CMOs

57.3%

54.6%

52%

47%

45%

There was significant qualitative feedback provided by participants in the Diversity Benchmark study on action steps to improve diversity within the marketing department, including talent recruitment, talent retention, and external engagement.

A copy of the full report can be accessed here.

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ABOUT THE ANA
The ANA’s (Association of National Advertisers) mission is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

ABOUT AIMM
The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) was established in 2016 to provide corporations with viable solutions for growth by addressing opportunities in multicultural and inclusive marketing as well as prioritizing DEI. AIMM comprises senior-level advertisers, media/publishers, research and data companies, agencies, and trade organizations to spotlight the missed growth potential in General, Hispanic, African American, Asian American, LGBTQ+, American Indian, Age Groups, and People with Disabilities markets. This extraordinary working group of industry leaders is transforming the way multicultural and inclusive marketing is seen and understood via an industry-wide reboot — the largest ever in this space. Beyond simply identifying where growth potential lies, AIMM shows its members (and the industry) how to best maximize this potential toward positive bottom-line impact. AIMM is the leading authority in the space.

MEDIA CONTACT:
John Wolfe
ANA
Director of Communications
Office: 212.455.8011
Cell: 914.659.8663
Email: jwolfe@ana.net