Charter for Change: 2022

The 2022 Charter for Change outlines a strategic framework for We Are Social to advance diversity, equity, and inclusion within the advertising industry. The document serves as an accountability mechanism, detailing the agency’s progress against specific internal goals while establishing new objectives for the upcoming year. The primary thesis is that authentic representation in creative work requires a fundamental commitment to internal diversity, an anti-racist organizational culture, and equitable partnerships with clients and suppliers.

Key findings from the 2021 internal survey indicate significant progress in gender and LGBTQ+ representation. The agency reported that 54% of its workforce are cisgender women, with 46% in leadership roles, exceeding the industry target of 40%. LGBTQ+ representation rose to 21%, up from 12% in 2020. However, multi-ethnic representation remained at 19%, falling short of the 25% target. Additionally, the agency identified that 11% of staff identify as neurodiverse, while 4% have a non-visible disability. Mental health awareness scores declined, prompting a renewed focus on wellbeing initiatives and flexible working arrangements.

The scope of the charter is focused on the UK-based operations of the agency, covering the 2022 calendar year. Methodology relies on annual all-staff surveys, internal performance monitoring, and ongoing consultations with industry partners such as the School of Communication Arts and MIND. Moving forward, the agency plans to implement stricter hiring practices, including a target for 25% of interview candidates to come from multi-ethnic backgrounds, and a mandate that one-third of directors on production projects must be from underrepresented groups. The document emphasizes transparency by committing to public annual reporting on these metrics.