Do brands and agencies need ‘inclusion riders’ too?

By Michael Brown, Head of Insight

At this year’s Oscars, Frances McDormand surprised many with her call for ‘inclusion riders’ – actors’ contracts that require the cast and crew be at least 50% from diverse backgrounds. This call to action reinforced the awareness that shutting out marginalised and minority voices makes no sense for business or society.

And now it might be time for ad land to join in. Many brands are focusing on diversity initiatives internally, when it comes to their recruitment and employee development, and it’s seeping into the processes for appointing agencies. It’s starting small – with tender documents asking what proportion of the agency is female, for example – but it’s quite realistic to think that soon there will be a contractual requirement for a certain amount of diversity within agencies.

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