World Economic Forum’s benchmark measures how media reflects diversity and inclusion; gaming lags

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The World Economic Forum’s Power of Media Initiative has developed its first-of-its-kind Audience Representation Index, which provides a measure of how well consumers represent themselves in film and TV, gaming, news and magazines and sports – and whether those industries are in the community and society. Contributing.

The Forum hopes that this will result in better diversification, equity and inclusion benchmarks and changes for companies and industries around the world. And perhaps it’s not surprising that the gaming industry is lagging behind.

The index is based on research from over 7,000 audiences in the US, the United Kingdom and France based on gender, race and ethnicity, heritage, ability, sexual orientation and age, as well as the intersections between the two.

The report evaluates all industry sectors on four dimensions: effective diversification, equity and inclusion (DE&I) practice equal representation (which is represented), authoritative representation (representation is subtle and non-stereotypical), community building and social impact. .

The index, produced jointly by Accenture, Ipsos and Nielsen, shows relevant performance across sectors as well as field-specific results, and the conclusion is clear: the media and entertainment industry needs to work to advance DE&I efforts to improve audiences. Representation

The main insights

The World Economic Forum benchmarks the media industries on diversity.

Among the key insights, the report notes:

– Room for growth: The media and entertainment industry has a clear opportunity to improve the variety of representations in its content. The index shows that with an overall average score of 54.6, any field still shows a leading level of maturity (scoring 75-100 on a 100-point scale).
– DE&I has business implications: Research shows that a 10-point improvement in the Audience Representation Index increases consumers’ chances of trusting the brand by 1.3 times.
– Efforts already being made: Film and TV’s targeted efforts to increase representation reflect audience sentiment, as did gaming appeal to people with disabilities.
– Older and LGBTQ + groups do not see themselves: LGBTQ + and older viewers experience at least representation in all four areas, presenting a real opportunity for increased brand loyalty. One out of every two LGTBQ + consumers stated that they would stop using a product or service that they considered non-inclusive.
– Gender Difference is a Business Opportunity: Both gaming and sports show significant gender representation differences. In sports, men have given the sector a 6% better position to promote inclusive communities than women.
– Actions Speaker: As important as representation in content, the audience emphasized the importance of brands driving social influence through corporate social responsibility activities, ranking this as the most important aspect of representation in all areas.

Sector Index Score: Gaming lags behind

The World Economic Forum says gaming is lagging behind in diversity.

The index puts film and TV ahead of other sectors, while the overall gaming score is the least favorable. Specific challenges and opportunities in each area are highlighted in the report and leaders are directed to the most important issues for their audiences.

“The Power of Media Initiative is committed to building prosperous, inclusive and equitable economies and societies that create opportunities for all and help advance the voices of under-represented groups in media content. It is imperative for organizations to be able to measure their DE&I footprint to properly understand the gaps that need to be addressed, “said Kathy Lee, the forum’s head of media, entertainment and sports, in a statement.

The Power of Media Taskforce of the World Economic Forum on Diversity, Equity and Inclusion brings together leaders from across the industry, including creative leadership roles, independent nonprofits focused on DE&I, corporate executives, creators and professionals for DE&I professionals, For change.

Initiatives to support change

The World Economic Forum has created a framework for measuring audience representation.

The forum said that in its previous report the baseline was established and best practices were determined.

And the 2022 Audience Representation Index serves as an initial integrated industry contribution to measuring progress over time, identifying trends, and aligning on a common set of metrics to hold all players accountable.

The task force calls for industry-wide commitment. It intends to define a set of high-level principles and commitments from organizations to work together on change, based on shared experience and efforts.

“We believe that future employees are equal. To match this ambition, organizations should create products and services that cater to the full diversity of their audiences, fostering an environment where everyone feels they are connected and listened to, “said Kathleen O’Reilly, Global Lead of Accenture Strategy. “The social impact that emerges from a culture of inclusion and diversity – as a key strategy for their people internally and for their customers externally – is what we build on the inclusive future of companies as they grow or fall behind,” the statement said. That should be one of the top differences. With. “

Ben Page, Ipsos ‘chief executive officer, added: “Ipsos’ research shows that older people – the richest age group on earth – and LGBTQ people are under-represented across the media. This is important because we can show that where people represent “people like them” on screen or in print, they are more likely to trust the content provider.

In the coming months, the Power of Media Taskforce will continue to collaborate with industry to strengthen the index framework and explore opportunities to improve diversity and representation in each media sector. Its purpose will be to measure progress and update results annually to promote transparency and accountability, which will help organizations reflect diversity in society.

Method

World Economic Forum
The World Economic Forum demonstrates how markets respond to better diversification.

The World Economic Forum, in collaboration with Accenture Research and Ipsos, surveyed 7,201 customers.
How to measure their perceptions online in the US, UK and France online from November to December 2021
The good content of each media and entertainment sector reflects the diversity of society and itself.

This research measures diversity across five identity categories: race and ethnicity, gender, sexual orientation and identity, disability and age. Areas analyzed were film and TV, gaming, sports and news and magazines. In each market, the initial sample surveyed was nationally representative, with additional boosts for specific identification groups to ensure a strong sample for analysis purposes.

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