How do you build a creative workplace where everyone feels they can belong?

It starts with measuring what you treasure and for the UK Advertising industry, that endeavour is shaped by the All In Census. A landmark cross-industry initiative which lifts the lid on the experiences of employees and presents tangible support to help build a more inclusive workplace.

Led by the Advertising Association (AA), the IPA and ISBA the initiative launched in 2021 with a survey size of 16,000 responses. The second iteration in 2023 reached 19,000 respondents. A scale which makes it the largest industry survey of its kind in the UK. The All In Census was developed with Kantar.

As an added benefit for taking part, AA, IPA and ISBA members can receive access to their own All In dataset against the industry benchmark in a bespoke report, providing their business has enough respondents.

The confidential and anonymous study has helped build the most detailed understanding yet of the industry’s makeup. The insights have also helped to shape the All In Action Plan, a series of eight actions which companies across the industry are encouraged to implement. Since launch, 131 companies have become All In Champions by providing clear evidence that they have put each of the All In Actions into practice.

Kathryn Jacob OBE, CEO of Pearl and Dean and Chair of the Inclusion Working Group, explained: “With the industry’s support, the All In initiative has gone from strength to strength, and we once again are asking everyone in the advertising and marketing industry to lean in and take part.”

She continues: “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 March 12^th in their diaries to ensure our action plan is informed by the broadest range of data and lived experiences.”

According to Jacob the ethos of the All In Census is to provide the data to ensure that no one is left behind.

To this end, the work of the All In team is always focused on opening doors to talent and also giving companies more tools to close the inclusion gap.

Building on this shared learning the All In team will host a series of free-to-attend “how-to” sessions to help companies implement the updated action plan, with sessions commencing on November 27. The sessions are as follows: Improving the representation and experience of Black Talent on November 27, Disabled Talent on December 4 and Social Mobility on December 10.

Details of the full Action Plan can be found on the All In Hub, alongside a summary of the 2023 All In Census findings and a directory of resources to help employers build an inclusive workplace, including over 100 DEI initiatives that can be easily accessed.

The All In team will be distributing the survey in early March.