The Comms Council has early results from its latest DEI Census Survey. There’s still a lot of room for progress, says its CEO Simon Lendrum.
“It’s not always the coolest kids with the smart hair. It doesn’t matter about nationality, colour, race, religion, sexuality, economic background. You come in, you work hard, you show a skill set, you’re in. That’s it. It’s a wonderful place to have found.”
That’s how Michelin-starred chef Tom Kerridge describes the restaurant industry. His words should just as easily apply to advertising. Yet agency life has tended to attract far more of the dominant majority than minority group members.
The power of diversity in the creative industries – where unlike minds come together to innovate, create and thrive through understanding all human behaviour – is so obvious it must remain a priority. That is true regardless of fickle political winds to the contrary.
In February 2025, the Comms Council launched its latest DEI Census Survey. It measures progress towards a more diverse and inclusive industry in Aotearoa. More than 850 people responded, providing a rich data set. We’ll share the full findings and our response in early August.
A key measurement is inclusion. Early results show we still have a lot of work to do:
Inclusion is going backwards
The total inclusion score has declined markedly since 2023, falling 11 points to 60. Disabled people, ethnic minorities and caregivers have the biggest gaps, compared to the majority.
Representation gaps prevail
While there are some signs of progress since our last survey in 2023, Māori and Pacific Peoples remain under-represented.
Disabilities common but largely undeclared
Two out of five respondents have a long-lasting learning, physical or mental health condition that affects their work. Yet half of them said their company is unaware of their condition.
Historical male dominance is diminishing
64% of census respondents are women. Among new entrants (aged 18-24), women comprised 77% of responses. The only male-dominated age cohort is the 55-64 age group. However, the power balance still lies with men, with 59% of C-suite identifying as men.
Toxic behaviours remain, and we’re not great at dealing with them
Bullying, bias and poor resolutions push people toward better pay, flexibility and leadership elsewhere. Where negative experiences occur, only half are escalated. Of those who did escalate, less than half felt that the issue had been resolved satisfactorily.
Ageism is present, for the youngest and oldest cohorts, yet widely unreported
Of all negative behaviours or discrimination, those relating to age are the least likely to be reported.
Deeper analysis will help us understand the why.
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What conditions result in a differing sense of belonging, in environments where negative behaviours can remain unchallenged and where talent is marginalised?
In July, we will hold an event to share the full results. We’ll also unveil a new platform for our DEI initiatives and call for industry professionals to join working groups to help develop long-term solutions to the issues identified in the survey.
Imagining a future advertising industry where everyone has an equal sense of belonging is not difficult. Fixing the systemic barriers is more difficult. It will require a team effort and a collective desire to double down on our efforts. Creating a space where unlike minds share an equal sense of belonging is not a political ideology, but a practical commercial imperative.
Despite the challenges, it’s important to remain optimistic. The momentum for change and belonging is real and growing. We have a new generation of talent entering our industry with high expectations – and the bravery to challenge the status quo.
How we listen, adapt and act now will determine the kind of industry we hand over to them. Our intent must be to set the conditions for creativity to thrive because every perspective is welcomed and difference is embraced and celebrated.
To find out more visit commscouncil.nz
This story comes from NZ Marketing magazine issue 83, Jun-Aug 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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