The creative industry, encompassing fields like media, advertising, entertainment, and communications, has faced criticism in recent years for its lack of diversity and inclusion. Studies show the industry workforce skews heavily white, while people of color, women, and LGBTQ communities remain underrepresented, especially in leadership roles.
This homogeneity limits creativity and innovation, causes companies to miss growth opportunities, and fails to serve diverse customer bases effectively. As Dillon St. Bernard, an award-winning creative director and the founder of Team DSB, said, “The case for diversity in creative fields goes beyond basic morality. There is mounting evidence that diversity unlocks substantial business value for companies through innovation, performance, and talent acquisition.”
Diverse Teams Drive Innovation and Financial Results
Research clearly shows that diversity has a positive impact on innovation and financial performance in the creative industry and beyond. Companies with above-average diversity have 19% higher innovation revenue overall. Bringing together people with diverse backgrounds and viewpoints leads to a greater variety of ideas and solutions.
McKinsey analysis of over 1,000 companies found that diversity in leadership teams correlated strongly with above-average profitability. In the creative industry specifically, a UCLA study showed that films with below-average inclusive representation see 20% lower box office revenues, amounting to a $32 million loss per film.
Diverse Talent Helps Attract Top Employees
With talent shortages acute across creative fields, diversity and inclusion are key for both finding and retaining top talent. Nearly 80% of job seekers rate workplace diversity as an important factor in career decisions. Employees also report higher job satisfaction when they feel respected and valued for their unique identities and perspectives.
“If companies cannot provide inclusive environments, they risk losing out on a huge pool of exceptional talent that wants to bring their whole, authentic selves to work every day,” St. Bernard writes.
Bottom Line Benefits
The data makes an overwhelming case that diversity, equity, and inclusion initiatives pay dividends for creative businesses. Companies that embrace diversity can appeal to wider audiences, access a broader talent pool, and foster the innovation needed to stay competitive.
As St. Bernard concludes, “While inclusion is first and foremost a moral imperative, the business case shows it is also commercially savvy for companies to weave diversity into their DNA.”
Fostering Inclusion at Creative Agencies and Production Companies
Achieving diversity is an important first step, but realizing the full benefits requires an inclusive culture where all employees feel welcomed, valued, and able to contribute their best work. Fostering inclusion demands intentional, ongoing effort across company practices and policies.
Provide Regular Training on Diversity and Inclusion
Annual unconscious bias or diversity awareness training can help sensitize employees to marginalization issues and build more empathy. Role-playing exercises allow participants to experience exclusion first-hand. Follow-up refreshers and discussions keep concepts top of mind.
Review and Update Policies to Support Marginalized Groups
Take an audit of current policies around areas like family/medical leave, dress codes, facilities access, and health insurance. Update anything that could disproportionately impact marginalized employees. For example, expand medical leave to include gender affirmation procedures.
Seek Diverse Voices for Leadership Roles
While overall representation numbers may look solid, there is often a “pyramid” effect where diversity drops significantly at senior levels. Prioritize hiring and promoting people of color, women, LGBTQ individuals, and others from marginalized groups into decision-making positions. Their lived experience brings missing perspectives.
Use Inclusive Hiring and Retention Practices
Standardized interviews, skills tests, and degree requirements often contain subtle biases against marginalized groups. Instead, use structured interviews with defined competencies, consider transferable skills from other industries, and provide internal development programs.
Start Employee Resource Groups
ERGs create communities for marginalized employees to find mentors, discuss shared experiences, and advise leadership on inclusion issues. Make sure groups have executive sponsors and means to enact their ideas.
“Inclusion requires ongoing, dedicated effort across policies, practices, and culture,” St. Bernard emphasizes. “But the reward is unlocking the full potential of your workforce.”
Tips for Marginalized Creatives Trying to Break Through
Navigating barriers and biases makes entering creative fields difficult for those from marginalized backgrounds. However, a variety of programs and strategies aim to clear the path. St. Bernard, who forged his own way as a young creative of color, offers advice based on lessons he learned.
Take Advantage of Diversity Programs
Initiatives like Create for Change connect historically excluded creatives to purpose-driven brands and companies. Non-profits and industry groups also offer mentoring, training, networking and other help. Search out opportunities, as they can provide vital contacts and experience.
Find a Mentor Who Shares Your Experience
A mentor who has overcome similar barriers can offer guidance tailored to the challenges you face. They can introduce you to contacts, give feedback on your portfolio, and help you navigate unwritten rules. Seek out mentors from employee resource groups, non-profit boards, or past trainees.
Be Vocal About the Need for Inclusion
“These industries won’t diversify themselves, that much is clear. Calling out lack of diversity and problematic industry practices helps hold companies accountable and pushes them to improve,” St. Bernard said. Speak up in interviews, company surveys, panels, and creative work about the need for equity. Apply pressure both internally and through external activism.
Share Your Unique Perspective
Marginalized creatives often feel pressure to conform to dominant cultural narratives. But you have a distinct vision and stories to tell. “The more we embrace our full identities and truths, the more we’re able to own our narrative,” says St. Bernard.
Consider New Industries and Companies
While established creative firms are working on inclusion, smaller startups or less traditional industries like tech may offer more flexible, equitable opportunities now. Don’t limit your options to mainstream entertainment and advertising.
The path for creatives holds obstacles, but many committed individuals and organizations provide help along the way. St. Bernard concludes: “The future of creativity is unwritten, and we each play a role in shaping a more inclusive next chapter.”