The third All In Census will launch on 12 March 2025, giving advertising and marketing professionals an opportunity to shape the industry’s future when it comes to inclusion.
All In is a cross-industry initiative led by the Advertising Association, the IPA and Isba, with the aim of building a more inclusive workplace by tracking progress on the industry’s diversity and inclusion efforts.
As a further benefit for taking part in the study, members of those three trade associations will also receive access to their own All In dataset against the industry benchmark in a bespoke report.
In a confidential study conducted by Kantar, employees across brands, agencies, media owners, tech companies and production houses will be asked to spend 15 minutes to share census-style data.
The inaugural survey in 2021 received 16,000 responses and its follow-up in 2023 garnered 19,000. It is the largest survey of its kind across the global advertising landscape.
Findings of the two surveys have informed the All In Action Plan — a series of eight action points that the industry is being urged to adopt.
Since the launch of the census, 131 companies have become All In champions by showing evidence that they have implemented those action points.
All In will host a number of free “how to” sessions to help more businesses put the action plan into practice. An event focused on black talent will take place on 27 November, followed by one for disabled talent on 4 December and social mobility on 10 December.
The action plan can be found at All In, alongside findings from the 2023 survey and resources to help employers foster a more inclusive workplace.
Kathryn Jacob, CEO of Pearl & Dean and chair of the Inclusion Working Group, which was set up to improve diversity in the ad industry, said: “We know there is more to be done to help create a workplace where everyone fully feels they belong and I encourage everyone to mark 12 March in their diaries to ensure our action plan is informed by the broadest range of data and lived experiences.”
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