With the 2025 All In Census taking place on 12th March, Sharon Lloyd Barnes, Commercial Director and Talent & Inclusion Lead of the Advertising Association, discusses the importance of reflecting the multifaceted nature and identity of our society in the ad industry.  

More than 16% greater sales performance: that’s the average lift when ad campaigns reflect the multifaceted nature and identity of our society. But is our industry at risk of ignoring this potential and developing a narrow and homogenised talent pool?

The importance of retaining creative talent was a major topic at LEAD 2025, the Advertising Industry Summit run by the Advertising Association, alongside the IPA and ISBA. Aardman’s Creative Director and Designer, Gavin Strange, spoke candidly about the vital link between trust and creativity, highlighting the importance of ‘human intelligence’ in making projects a reality and establishing long-term industry relations. 

Research has shown that inclusive advertising involving recruiting and retaining a plethora of creative talent yields positive business results. In 2024, the Unstereotype Alliance, set up by UN Women to end harmful stereotypes in advertising, published a report called The Business Case for Inclusive Advertising. This outlined how campaigns scoring higher on inclusive advertising metrics on average had a 3.46% higher sales lift than lower-scoring campaigns. Furthermore, in the longer term, brands with higher-than-average inclusive advertising metrics see an impressive 16.26% greater sales performance. 

These findings reflect the necessity of maintaining and recruiting a wide range of talent to ensure the increasing lifetime value of a brand’s customer base and financial strength. 

The numbers speak for themselves, but where can the industry turn to help address these issues?

The All In Census Returns

On March 12^th 2025, the biennial All In Census will return to ask questions about industry issues surrounding talent and skills retention and ensuring people from all backgrounds feel a sense of belonging in the workplace. 

The All In Census was set up by the Advertising Association, the IPA and ISBA in 2021 as a way of improving workplace experience and representation. Data gathered for the All In Census remains confidential and anonymous, representing people from right across the advertising and marketing industries. The findings then inform the All In Action Plan, which comprises eight actions designed to improve representation and experience in the workplace. This plan has prompted more than 140 companies across industry to adopt the actions in their business and join the growing community of All In Champions.

Data’s role in talent retention and development

Ad campaigns which carefully consider authentic representation of all backgrounds, whether that be on-screen, audio or in print, are more likely to have a positive public response. And this is only really possible if the talent making, buying and selling the campaigns is as diverse as possible.

The Advertising Association’s 2024 Social Contribution Report reflects this, with findings showing that ads that feature underrepresented communities can connect more effectively with consumers. For instance, Vanish’s award-winning campaign, ‘Me, My Autism and I’ by Havas London, shone a light on the staggering gender gap in autism diagnoses and featured a young woman who has autism. The agency worked closely with her, her family and the charity Ambitious About Autism to ensure the storytelling was an accurate portrayal. The ad also acknowledged Channel 4 research from 2022 which revealed that only 4% of ads in the UK feature disabled people, despite 22% of the UK population having a disability. Vanish’s campaign led to disability and neurodiversity commitments from Vanish owner Reckitt and an exhibition at London’s South Bank telling other autistic girls’ stories.

Figures from 2023’s All In Census show concerning trends within the industry’s talent retention levels. 21% of respondents claimed they were likely to leave their company in the next 12 months, citing better opportunities elsewhere, poor work/life balance, and a desire for a career change. Memorable campaigns such as Vanish’s begin with imaginative and brilliant individuals, so we must do all we can to attract and retain creative talent.

Save the date

Help us break the record of 19,000 responses this year by taking part on March 12^th and having your say: https://advertisingallin.co.uk/all-in-census/.

Results and an executive summary of the UK All In data will be publicly available through the All In Hub from May 8^th 2025.