Despite the visibility of the #MeToo movement over the past three years, nearly a third of respondents to timeTo’s latest research were still unsure of the strength of their employers’ stance against sexual harassment in the workplace.

The research, undertaken by Credos, UK advertising’s think tank, on behalf of the Advertising Association, NABS and WACL, comes at a pivotal time for industry which must act quickly to ensure that tackling sexual harassment remains at the top of the industry agenda in a hybrid working environment. Almost half (49%) of respondents believe that sexual harassment in advertising will become more of a problem as businesses return to offices next year.

The research places into sharp focus the painful truth that for some in the industry, enforced remote working has placed a temporary pause on sexual harassment. As one respondent noted: “Social distancing is one of the best things to have happened. I’ve never felt more comfortable being a young female in a male-dominated environment.”

While another shared: “Working from home during lockdown has meant I can work freely without fear or even the possibility of sexual harassment."

Of course, it should not take the enforced remote working of a global pandemic for an employee to feel safe at work. As TimeTo’s research prior to the pandemic revealed, sexual harassment is not a historical issue for the advertising industry. Data shows that 20% of female respondents aged 18 to 24 have already been sexually harassed in the few years they have spent working in the industry.

Helen Calcraft, Founder of Lucky Generals and timeTo Steering Group member, explained: “Just because the people who perpetrate sexual harassment have been away for a while doesn’t mean the problem has gone away. This research shows that a lot of people in our industry are scared to come back to the office, and this is wrong. It also shows they want this issue tackled. Our new training is relevant for all seniority levels and shorter in length than before to make it more accessible, so we strongly encourage managers and senior leaders to attend and help us bring the change that is needed in our new working environments.”

Collective responsibility to tackle sexual harassment

The new research comes as timeTo updates its code of conduct to reaffirm the industry’s collective responsibility to ensure we work towards a ’new normal’ in which no forms of harassment are tolerated. It aims to give practical guidance for each and every employee across the industry. 

There are also concerns that remote working will have created dangerous knowledge gaps around the issue of sexual harassment. A fact reflected by research highlighting concerns over boundaries of appropriate behaviour being forgotten.  

Around half of respondents don’t know if their company is signed up to the TimeTo code of conduct. As one respondent noted: “Keep it on the agenda. Safety in workplaces shouldn’t solely be regarding COVID-19."

No return to the ‘old normal’

The research also underlined concerns surrounding the notion that a “return to normal” will bring with it “pent up emotions” which could lead to an increase in inappropriate behaviour once restrictions are lifted. As one respondent noted: “There’s a lot of general pent up aggression, anxiety and anger which can come out in strange ways."

The research, of over 1,250 respondents across the UK, showed that while social distancing, literally keeping employees across the industry physically distanced, may mean fewer incidents of sexual harassment, others fear fewer people in offices could in fact make individuals more vulnerable to harassment.  

The research also underlined that transparency is key to creating cultures in which sexual harassment is not tolerated, with respondents urging companies to be clear and transparent about whistleblowing policies. 

Stephen Woodford, Chief Executive of the Advertising Association, added: “2020 has been a tumultuous year and we are determined that we make good on our collective ambition to build back better. This has to include a renewed approach to ensure our workplaces are ones that are safe and can be enjoyed by all, without any fear of sexual harassment. I urge all companies to conduct the refreshed training and ensure the new code of conduct is seen and understood by all.”
 

The timeTo training has been updated to reflect the current ways of working, incorporate research learnings and help educate on ways sexual harassment can manifest when working virtually or in a hybrid environment. Taster sessions will be available for senior leaders of timeTo endorsing companies from January. Interested parties should contact [email protected] to sign up.