The market research industry: ‘horribly white and middle class'?

That was a topic for debate today at the MRS Conference, where Jo Rigby, insight consultant, chaired a session on ideas for championing inclusivity in research and marketing.

“Diversity is distinct from equality,” she pointed out. “The two are often bedfellows, but diversity is more than just tolerance; it’s a positive pull towards difference.”

An audience member described the research industry as a “horribly white middle class industry, despite the fact qualitative research is about getting people’s points of view”, while Belinda Parmar, CEO of Lady Geek and founder of Little Miss Geek, told the crowd that, in her view, and in the companies she sees day-to-day, evidence of diversity is “pretty limited” – often despite proud claims to have “updated the maternity policy”. Parmer added that “true” diversity often comes from a visionary in an organisation.

“Britain’s population is now 55% non-white British,” said Sam Phillips, CMO, Omnicom, and CEO of OMG Ethnic. “I don’t see that in marketing and advertising.”

“Where are the role models?,” she asked, adding that, while many organisations are having conversations around gender, disability is an issue that she thinks few have tackled.

She points to recent campaigns by retailer Marks & Spencer which use models of different ethnicities, a child with Down’s syndrome, and a disfigured model. “I’ve no idea if it’s reflected internally, but at least it’s there even if only on a conscious level,” she said.

Ettie Etela, associate director at Nielsen NRG, pointed to social media as a ‘great leveller’. “Those that get it right tend to embrace these channels,” she said. “it gives them a diverse energy.”

 Employment practices were also discussed, with chair Jo Rigby calling for an increase in apprenticeships. Nielsen’s Etela added, “People tend to employ people who are a little bit like them. In fact people different to you can be more valuable.”