BREAKING: Australia’s media landscape faces urgent criticism as agencies are called to authentically reflect the nation’s rich multiculturalism. Despite being one of the world’s most diverse nations, recent discussions reveal that representation in advertising often misses the mark, feeling superficial rather than genuinely inclusive.
Just announced by Brandable Founder Tess Palmyre, the push for authentic diversity, equity, and inclusion (DEI) in marketing practices is more crucial than ever. Palmyre emphasized that true representation naturally resonates with audiences and builds trust, but warned that this trust is not automatic. “You can’t decide out of the blue that you’re going to do an inclusive campaign and expect it to just magically resonate,” she stated.
Palmyre, who also serves as the DEI lead for the Western Australian Marketing Association (WAMA), highlighted findings from the upcoming 2024 report “A way to go”, created in collaboration with Edith Cowan University (ECU). This report, based on a survey of the marketing and commercially creative industries in Western Australia, indicates a significant need for improvement in DEI practices.
The report reveals that simply having diverse teams isn’t enough; organizations must cultivate inclusive work environments where equitable pay is standard, and every employee feels their voice is valued. The need to move beyond mere compliance towards authentic, long-term inclusion is essential, according to Palmyre.
“Make sure the people making the decisions are also diverse,” Palmyre urged. “They should have the power to call things out without repercussions.” This sentiment underscores the ongoing struggle for genuine representation in media and marketing, particularly behind the scenes.
As the conversation around inclusion heats up, experts call for a shift from merely talking about diverse communities to actively collaborating with them. “Loosening control, collaborating, and giving consulted communities ownership over how they are represented makes a much better campaign,” Palmyre explained.
This urgent dialogue on DEI comes at a pivotal moment for Australia, where the marketing sector is urged to reflect the true diversity of the population. The findings of the report are set to be released soon, promising to shed light on the current state of inclusion and suggest actionable strategies for brands.
As the industry faces potential backlash for failing to embrace diversity authentically, it is clear that the time for change is NOW. Marketers and brands across Australia are encouraged to engage with this critical issue and consider how they can contribute to a genuinely inclusive future.
Stay tuned for more updates as the report is released, revealing the full scope of the challenges and opportunities that lie ahead for Australia’s marketing industry.
