How “seeing ourselves” on screen could effect cultural change
The framework is a result of the World Economic Forum’s Power of Media Taskforce on Diversity, Equity and Inclusion in Media, which identified audience behaviours and sentiment as critical arbiters of progress on DE&I. Over 7,000 respondents were polled from audiences in the US, the UK and France across gender, race and ethnicity, heritage, ability, sexual orientation and age, as well as the intersections between these.
Participants across all sectors and geographies ranked societal impact as the most important of the four dimensions, underscoring that brand behaviour matters. The industry has both a powerful mandate to do better and significant opportunities to gain from doing so.
With no media sector displaying leading maturity (defined as scoring between 75 –100 on a 100-point scale), there is significant scope for improvement across the board. The average composite score across all four of the framework dimensions is 54.6, with the gaming sector lagging the rest of the industry at 49.1 while film & TV leads at 58.5.
Improving these scores can have immense impact. A 10-point increase in the audience representation index makes it 30% more likely that consumers will trust a brand, for example.