All In Census reveals industry progress toward inclusion

The census conducted by the Advertising Association, ISBA and the IPA launched at the All In Summit and reveals small but positive progress

Georgie Moreton

Deputy Editor, BITE Creativebrief


The Advertising Association, ISBA and the IPA today (11th May) revealed the results of the All In Census showing the progress the industry has made in creating a more inclusive environment. 

Launched at The All In Summit, the results compile findings from almost 19,000 practitioners from across the advertising and marketing industry, spanning agencies, media owners, tech companies and brand marketing teams, the largest response yet for the initiative (16,000 in 2021). The participation equates to £300,000 of the industry’s time making the survey the largest investment of its kind by any UK industry.

The analysis, presented by Kantar and supported by UK advertising think tank, Credos, shows that the industry has made small but positive progress on the previous findings such as  respondents indicating a sense of belonging up 2% to 71% and a presence of negative behaviour down 1% to 15%.

Positive findings of the census reveal that representation of ethnic minorities amongst All In respondents exceeded that of the UK working population; 18% of respondents were from a minority ethnic background, of those 4% were Black and 8% Asian. Levels of discrimination, bullying and harassment of ethnic minorities are marginally lower in 2023 than in 2021. 

However, less positive findings show Black and Asian respondents were more likely than any other minority group to have personally experienced discrimination at their current company – 14% and 11% respectively. And, with regards to social mobility 20% of the workforce are from a working class background compared to 40% of the UK working population

For the first time in 2023, questions relating to menopause and the workplace were included. The data shows one in four women would not feel comfortable approaching their manager about menopausal symptoms.

The findings of the survey will be used to paint a picture of the current state of play and used to inform All In action plans and provide invaluable insight into how to create a more inclusive industry.

“Thanks to every single person who took the time to fill in the survey – your participation is so valuable to help make our workplace one where every person belongs.” says Kathryn Jacob, Chair, All In Working Group, “This second All In Census provides us with an even richer set of data to understand where we need to focus efforts to make progress. The All In team and the many All In Champion organisations are committed to taking these latest results and using them to help drive forward to achieve a fully inclusive workplace for everyone who works in our industry.”

The full results are available on the All In Hub. Member organisations with participation numbers above a qualifying criteria can access their own results to compare how they benchmark against industry average and identify specific areas for improvement.