Credit: Amy Elting
Australia is unlikely to follow the US in dismantling diversity, equity and inclusion (DEI) initiatives, according to advertising industry commentators and industry leaders.
US President Donald Trump has signed a raft of executive orders to end DEI programs, which were originally created to ensure fairer representation for marginalised and minority groups.
“This week, I will also end the government policy of trying to socially engineer race and gender into every aspect of public and private life,” he said.
Major US companies, including Meta, Walmart and McDonald's, have either scaled back or abandoned DEI initiatives, anticipating Trump’s return to office.
Global advertising groups are in a difficult position with many getting a large chunk of their revenue from work in the US.
WPP, for example, sees Trump's rise to the presidency as a positive for business. The UK-based group at last report had 39% of revenue from the US.
In Australia, DEI will likely remain an important focus in local advertising and media workplaces.
The Advertising Council Australia (ACA) told AdNews it is committed to fostering diversity, equity and inclusion.
“Our DEI efforts are driven by initiatives that promote representation, inclusivity, and equal opportunities industry-wide,” an ACA spokesperson said.
“Key programs include the Create Space Census and Action Plan and the annual Industry Salary Survey.
“These initiatives measure and address critical DEI metrics, helping agencies attract and retain top talent, ensure organisational diversity, increase female representation in executive and C-suite roles, establish fair pay standards, and close the gender pay gap.”
The Media Federation of Australia (MFA) has also revealed plans to keep DEI at the forefront.
Linda Wong, director, people, at the MFA, said the MFA and its members are committed to “ensuring meaningful progress continues across our industry”.
“We believe that fostering an inclusive workplace isn’t just the right thing to do – it’s a business imperative that drives creativity, innovation and better outcomes for all,” she said.
“But real change requires collective action. That’s why we work hand in hand with our members to embed DEI into every facet of our industry – from people and culture to supply chains and the communications we produce. Together, we are shaping a more inclusive and equitable future.”
Bryden Campbell, founder of Brand Rebellion, said the recent US executive orders around DEI policies have put brands in a tough spot.
“For companies that pride themselves on championing DEI, it’s a moment of truth,” he said.
“Take Meta, for example; they’ve not only abandoned their DEI efforts but have openly embraced ‘masculine energy’ in corporate America.”
Campbell questioned whether brands that stand for DEI will keep pouring advertising dollars into platforms like Meta, knowing it clashes with their values.
He said most organisations will probably stick to chasing eyeballs and revenue, but consumers have the power to drive the shift.
“We've already seen this play out with Tesla,” he said.
“Loyal customers are jumping ship because they’re unhappy with Elon Musk’s behaviour, and it’s a clear sign that people care about a brand’s actions, not just its products.
“If the pattern holds, brands might face a backlash for turning a blind eye to platforms or partners whose values don’t align.”
Campbell said it won't be easy for brands that have the courage to stick to their DEI commitments.
“There could be immediate trade-offs; less reach, fewer opportunities but the long game matters here,” he said.
“Staying true to your values builds trust, loyalty and a deeper connection with your audience. It’s risky, sure, but walking the talk could pay off in ways that chasing short-term wins never will.”
Pauly Grant, chief talent officer at Publicis Groupe ANZ and APAC, said DEI is core to the organisation’s culture.
“Our ‘Viva La Difference’ ethos, which is driven by the belief that people feel respected, supported, and valued when they can be their authentic selves, has long been a part of the Groupe’s makeup. It informs the way we recruit, the environment we create and the impact we make,” he said.
“We are continually striving to create an inclusive and nurturing environment where all our people have equal access to opportunities and growth.
“This is demonstrated through our flexible working arrangements, which include allowing employees to swap a public holiday for another date of significance in respect of differing beliefs; our supportive paid leave entitlements, including Gender Affirmation Leave, Fertility Treatment Leave and Menopause Leave; and our employee action groups, which celebrate differences in identity, background and culture.”
AdNews contacted WPP but received no comment at the time of publishing.
Dentsu declined to comment.
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