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SA Marketing Industry Alliance announces Second WFA Global DEI Census

South Africa — often considered a global pacesetter in DEI following the country’s transition to democracy in 1994 — is among the 33 countries participating in the census, which goes live on Wednesday, 15 March.

The initiative is supported by a coalition of 10 global marketing and advertising organisations. These include:

  1. WFA (World Federation of Advertisers)
  2. VoxComm
  3. Campaign
  4. Kantar
  5. Advertising Week
  6. Cannes Lions
  7. Effie Worldwide
  8. IAA
  9. Global Web Index (GWI), and
  10. Adweek.

In South Africa, an alliance will spearhead this project to ensure wide reach across the corporate, agency, SMME and freelance marketing landscape. The alliance comprises of the Marketing Association of South Africa (MASA), the local WFA affiliate and sister industry bodies, such as the:

The DEI Census questionnaire is based on a format used in the United Kingdom by the Advertising Association, IPA and ISBA as the ‘All In Census’, but with slight adaptations for legal and cultural reasons.

Equivalent local industry coalitions support the rollout of the questionnaire in each of the 33 markets. MASA has taken custody of the census in South Africa.

Brian Yuyi, Masa CEO, says, “This is the second wave of the inaugural 2021 WFA Global DEI Census. And as the South African WFA affiliate, MASA is immensely proud to be associated with this global effort working with our local partner industry bodies and Kantar South Africa.”

“We are cognisant that the marketing, advertising and communications industry is facing the same challenges as the rest of the country. But times of adversity are the most relevant to take stock of what it will take to move us forward as an industry and country. Only by refreshing and adding to our body of knowledge can appropriate action be taken to address gaps in diversity, equity and inclusion,” adds Yuyi.

Yuyi says, “We urge all…


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