All In 2023 Census Tracks Industry’s Progress Towards Inclusive Workplace

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Data from 19,000 participants to help inform next wave of actions

The results of the 2023 All In Census have been published today at the All In Summit, following participation in the study by almost 19,000 practitioners from across the advertising and marketing industry, spanning agencies, media owners, tech companies and brand marketing teams. It is the largest response yet for the initiative (equating to an investment of £300,000 of the industry’s time and exceeding the 16,000 participating in 2021), making it the largest survey of its kind undertaken by any UK industry. The analysis, presented by Kantar and supported by UK advertising think tank, Credos, shows some progress has been made with respondents indicating a sense of belonging up 2 percentage points (ppts) to 71% and a presence of negative behaviour down 1 ppts to 15%, with an All In Inclusion Index score of 69%, up 2 ppts since 2021.

The full results are available on the All In Hub from 10am on Thursday. Member organisations with participation numbers above a qualifying criteria can access their own results to compare how they benchmark against industry average and identify specific areas for improvement.

Kathryn Jacob, Chair, All In Working Group, said: “Firstly, our thanks to every single person who took the time to fill in the survey – your participation is so valuable to help make our workplace one where every person belongs. This second All In Census provides us with an even richer set of data to understand where we need to focus efforts to make progress. The All In team and the many All In Champion organisations are committed to taking these latest results and using them to help drive forward to achieve a fully inclusive workplace for everyone who works in our industry.”

Findings from the 2023 All In Census, which has been led by the Advertising Association, ISBA and the IPA, include:

Gender Representation

Over half of women who responded feel that taking parental leave has negatively impacted their career progression. 29% of women believe their gender is a hinderance to career progression in the industry, more than twice the proportion of men.

Ethnicity Representation

  • Representation of ethnic minorities amongst All In respondents exceeded that of the UK working population; 18% of respondents were from a minority ethnic background, of those 4% were Black and 8% Asian.
  • Levels of discrimination, bullying and harassment of ethnic minorities are lower in 2023 than in 2021. Most notable is the decline in relation to Asian people likely to leave the industry, falling from 27% in 2021 to 21% in 2023.
  • However, three in ten Black people stated they were likely to leave the industry due to a lack of inclusion and/or discrimination. One in ten people from an ethnic minority had personally experienced racial discrimination at their current company.
  • Black and Asian respondents were more likely than any other minority group to have personally experienced discrimination at their current company – 14% and 11% respectively. These were followed by Muslims and Women as the next most likely to experience discrimination – both 9%.

Disability Representation

  • 11% of all respondents and 8% of C-suite respondents to the All In Census are disabled based on the Equality Act 2010 definition, lower than the 14% in the UK working population.

Social Mobility Representation

  • 20% of the workforce are from a working class background compared to 40% of the UK population. 19% people in the industry attended a fee-paying school versus 8% in the general population.

Sexual Orientation Representation *

  • The proportion identifying as LGB+ in the survey was significantly higher than the UK average, though there is work needed to improve representation at C-suite.

Age Representation

  • The industry’s age profile skews heavily towards the 25-34 and 35-44 age brackets with nearly three quarters of the sample represented here, compared with just under half of the UK working population. 12% of respondents in the 55-64 age bracket have felt personally discriminated against due to their age, more than double the industry average.

Stress and anxiety

  • A third of respondents were affected by stress or anxiety and for 14%, that stress/anxiety was primarily work related.


  • For the first time in 2023, questions relating to menopause and the workplace were included. The data shows one in four women would not feel comfortable approaching their manager about menopausal symptoms.

Hybrid Working

  • Also new to 2023, the average number of days spent working in the office for full time employees was 2.2 days while the number that respondents would ideally like to spend in the office was 1.9 days.


  • One in five respondents were likely to leave their company in the next 12 months with the overwhelming reason for most people leaving was for better opportunities / salary elsewhere, relevant to 71% of potential leavers. This was followed by poor work-life balance and changing career.



Notes to editors:

The full list of All In Champion companies is as follows:

adam&eveDDB, Advertising Association, AMV BBDO, Bray Leino, British Gas, Britvic, Channel 4 Television, Clear Channel UK, DentsuDigital Cinema Media, Direct Line Group, EssenceMediaCom, GiffGaff, Google, Global, Halpern, Havas Group (Cake, Cicero/AMO, Conran Design Group, Ekino/Inviqa, Gate One, CX Helia Cirencester, CX Helia London, Havas Entertainment, Havas London, Havas Media Global, Havas Media UK London, Havas Media UK Manchester, Havas People, Maitland/AMO, One Green Bean, Organic), IAB, IPG Mediabrands (Initiative, Rapport, Reprise, UM, Orion), IPA, ISBA, ITV, Mail Metro Media, McCann Worldgroup, mFUSe, mSix&Partners, MullenLowe Group UK, Omnicom Media Group UK (MGOMD, Hearts & Science, OMD, Drum, Fuse, PHD), P&G, Pearl & Dean, Pinterest, Publicis Groupe (Leo Burnett, Performics, Publicis Media, Saatchi & Saatchi, Spark Foundry, Starcom, Zenith), Smart Energy, Specsavers, The & Partnership, Tesco, the7stars, TikTok, VCCP and Wunderman Thompson.

The current All In actions are as follows:

  1. Improve the experience and representation of Black talent. Adopt the BRiM Framework.
  2. Improve the experience and representation of disabled talent. Audit and update your company website to ensure it is accessible to all.
  3. Improve the experience and representation of talent from working class backgrounds. Adopt the social mobility toolkit.
  4. Improve the experience and representation of women. Take the Flexible First checklist.
  5. Improve the experience and representation of Asian talent. Start by using our guide developed by the All In Asian Working Group.
  6. Improve the experience and representation of older talent. Implement our Shared Experiences policy.
  7. Support the mental health of our colleagues. Donate and signpost to NABS.
  8. Improve the experience of our LGTBQ+ talent. Welcome the use of gender pronouns in your organisation.
  9. Improve the experience of disabled talent in the workplace. Use the BDF Accessible Premises checklist. 

* The term LGB+ is used to refer to an individual’s sexual orientation (i.e. those identifying as lesbian, gay, bi or other). Those who identified as transgender and/or non-binary are captured in gender representation.

For further information, please contact:  

Matt Bourn, Director of Communications  

Mariella Brown, Communications Manager   


About the Inclusion Group  

The Inclusion Group was established to improve the diversity of UK advertising’s industry through its workforce and creative output. Its first action was the creation of the All In Hub, a showcase for the industry’s many diversity and inclusion schemes and the launch of the All In Campaign. The Inclusion Group’s members include ISBA’s Head of Media, Bobi Carley and Data Administrator/Inclusion Co-Lead, Vanessa Vidad; the IPA’s Associate Director, Diversity, Leila Siddiqi; Saatchi & Saatchi’s Managing Director, Sarah Jenkins; Channel 4’s Head of Inclusion, Jane English; Beam Suntory’s VP, Head of Media, Jerry Daykin; the IAB’s Director of Transformation, Sophia Haynes; Creative Equal’s Founder and CEO, Ali Hanan; and the Advertising Association’s Sharon Lloyd Barnes, Commercial Director and Inclusion Lead and Bina Booth, Senior Inclusion Manager.  

About the Advertising Association  

The Advertising Association promotes the role and rights of responsible advertising – trusted, inclusive and sustainable – and its value to people, society, businesses and the economy. Responsible businesses understand that there is little point in an advertisement that people cannot trust. That's why, over 50 years ago, the Advertising Association led UK advertising towards a system of independent self-regulation which has since been adopted around the world. There are nearly thirty UK trade associations representing advertising, media and marketing. Through the Advertising Association they come together with a single-voice when speaking to policy-makers and influencers.  


About the IPA  

Incorporated by Royal Charter, the IPA’s role is: to advance the value, theory and practice of advertising, media and marketing communications; to promote best practice standards in these fields; and to ensure that the work it does will benefit the public, the wider business community and the national economy. It has a well-earned reputation for thought leadership, best practice and continuous professional development and also provides core support and advisory services. Its membership base is predominantly made up of corporate members who collectively handle over 85% of the UK’s annual £22bn ad spend and who represent over 4,000 brands and employ over 25,000 staff. Based in the United Kingdom for nearly 100 years, IPA programmes can be found in more than 60 countries worldwide.  


About ISBA  

ISBA is the only body that represents brand owners advertising in the UK. We empower them to understand the industry and shape its future because we bring together a powerful community of marketers with common interests; lead decision-making with knowledge and insight; and give a single voice to advocacy for the improvement of the industry.

ISBA is a member of the Advertising Association and represents advertisers on the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice, sister organisations of the Advertising Standards Association, which are responsible for writing the Advertising Codes. We are also members of the World Federation of Advertisers. We can use our leadership role in such bodies to set and promote high industry standards as well as a robust self-regulatory regime.