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The following is the 2020 advertising diversification Report From ANA recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.
ANA released the “2020 advertising diversification report”. This year, ethnic diversity has not changed much in CMOS or similar roles. According to the survey conducted by the American Association of advertisers (ANA), although women’s CMO has made great progress, ethnic diversity has not improved much.
Of the 870 respondents identified as CMO or CMO like positions, 88% were white, 5% were Asian, 4% were Hispanic and 3% were African. Since 2018, there has been little significant change in the representation of race in this role, and much remains to be done to achieve racial diversity.
There’s better news about gender. Now, more than half (52%) of the CMOS are women. This is up from 47% in 2019.
As a whole, about 3 / 4 (74%) of ANA members (28000) are white. The second largest ethnic group is Asian, accounting for 10% of all members, followed by Hispanic (8%), African (6%) and others (2%).
The data show that there is no significant difference between the proportion of ethnic minorities in ANA members and that of whites in the past two years.
Although it’s not good for women, their representation in marketing and advertising is good. In fact, 67% of ANA members are women, almost twice as many as men (33%).
What does the lack of diversity in advertising mean to consumers?
The lack of diversity in marketing has serious consequences. From a separate study, we can see that the media advertising expenditure allocated to African Americans is only a small part of the total advertising expenditure in the United States, which is not symmetrical with the proportion of African Americans in the American population.
In order to achieve better marketing effect, Ana suggests that marketers, advertising agencies and media:
Dialogue to understand the inequality of the whole industry;
Accurately depicting race, identity and culture in advertisements to eliminate prejudice;
Increase the expenditure of multicultural marketing;
Measuring the multiculturalism and inclusiveness of advertising;
Working with multicultural providers;
Establish cross industry partners.
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