All In Census Returns on March 12th 2025

The third All In Census will take place on March 12th, 2025, with everyone working in UK advertising urged to save the date and provide data to help shape the next phase of the industry’s inclusion action plan. Every advertising and marketing services professional in the UK, across brands, agencies, media owners, tech and production companies, will be asked to spend around 15 minutes to share census-style data in a confidential study conducted by Kantar.

All In is a cross-industry initiative, led by the Advertising Association (AA), IPA and ISBA, with an aim to build a workplace where everyone feels they belong. The All In Census, developed with Kantar, is now in its third iteration following the inaugural survey in 2021 which gathered 16,000 responses and the second in 2023 which exceeded the original response rate to reach nearly 19,000. To date, it remains the largest industry survey of its kind in the UK and of any advertising territory globally.

As an added benefit for taking part, AA, IPA and ISBA members can receive access to their own All In dataset against the industry benchmark in a bespoke report, providing their business has enough respondents. 

The confidential and anonymous study has helped build the most detailed understanding yet of the industry’s make-up and shaped the All In Action Plan, a series of eight actions which companies across the industry are encouraged to implement. Since launch, 131 companies have become All In Champions by providing clear evidence that they have put each of the All In Actions into practice. 

Kathryn Jacob OBE, CEO of Pearl and Dean and chair of the Inclusion Working Group, said, “With the industry’s support, the All In initiative has gone from strength to strength, and we once again are asking everyone in the advertising and marketing industry to lean in and take part. 

We know there is more to be done to help create a workplace where everyone fully feels they belong and I encourage everyone to mark March 12th in their diaries to ensure our action plan is informed by the broadest range of data and lived experiences.”

The All In team will host a series of free-to-attend 'how-to' sessions to help companies implement the updated action plan, with sessions commencing on November 27th. The sessions are as follows: Improving the representation and experience of Black Talent on November 27th, Disabled Talent on December 4th and Social Mobility on December 10th.

Details of the full Action Plan can be found on the All In Hub, alongside a summary of the 2023 All In Census findings and a directory of resources to help employers build an inclusive workplace, including over 100 DEI initiatives that can be easily accessed. 

A link to the survey will follow in early March.