By Lydia Bell, Content Writer

October marks Black History Month in the UK, a time dedicated to acknowledging and celebrating Black History and the contributions of those from the Black community in the UK and further

It is a time, this year, that MAG wants to talk about the subject alongside the industry as it currently stands- in all forms that might encompass.

The work still to do:

Earlier this year, the ASA published the findings of a major project looking at the extent to which portrayal of race or ethnicity in UK ads might give rise to harm or serious offence, including by reinforcing adverse stereotypes. 

The findings both strengthen the ASA’s, and therefore the industry’s understanding of the impact of such portrayals on members of the audience who are represented in the ads.

 When assessing the extent to which race and ethnicity are represented in ads, participants believed advertising had become more inclusive and diverse in recent years- which is, on the whole, very good news. It shows that there is progression in the industry, and marginalised voices are being listened to. 

 However, it was still felt that more could be done to improve representation and avoid types of portrayal that have the potential to cause harm or serious offence.

For example, minority groups were almost three times more likely to feel under-represented or not represented at all in ads (66%) than White respondents (23%), and around half of the participants from minority groups said they are not portrayed accurately.

Whilst this is of course not just about the Black community in the UK- it extends to every person of colour- it is research that highlights how the industry impacts the Black Community negatively. But it also shows that the industry has the tools to impact the Black community positively because these are changes that can be made- by being more progressive, and listening to our voices.

Furthermore, The Drum revealed last year that “One in three of our Black colleagues in advertising didn't feel they belong in the advertising industry,” in the All In Census of 2021.

The Drum stated: “ It’s a stark fact that illuminates the fundamental changes needed in order to both retain and celebrate Black talent in the ad industry.”

So what is something companies can do to make the biggest difference when it comes to Black representation in the industry?

Listen:

• Follow through with actions not words. Change comes from the inside, and often, it starts with listening. Companies can go beyond box ticking by affecting genuine organisational change and empowering Black employees, increasing retention and representation in the industry.

• Sometimes companies focus only on diversifying recruitment. Whilst this is a great start, this shouldn’t be where it stops. Companies need to look internally and understand if they are creating equitable environments. Do Black employees feel seen and heard? Is there opportunity to excel and be promoted? Are they being paid fairly? 

Black History Month and campaigns:

If you want to do a Black History Month campaign, brands should make sure their Black History Month marketing ideas showcase the work they’ve been doing on diversity throughout the year, not just attempt to show face on the ‘trend’ during October. If your campaign isn’t backed-up by evidence of awareness and commitment to action towards better representation and equality and equity, not only will your audiences sniff it out, but it’ll cheapen the message. 

Additionally, unlike other, more casual opportunities for marketing campaigns  in the calendar- your marketing campaign for this month needs to represent a real commitment to uplifting Black people- otherwise, is there any point or meaning behind it?

So, whether that’s by supporting Black businesses, consistently working with black creators, or highlighting contributions to Black movements throughout the past year – brands should view this as an opportunity to bring to light ongoing work, or work that they have just started to commit to.

As an example, The Independent are giving free advertising space to Black organisations this month.

All in all, if you listen first, and truly to commit to uplifting Black voices and the community, industry wide, you’ll show that you’re committed to making a better future – which is something we can all get behind.