Legitimate DE&I: How the Industry Can Move beyond Just Checking Boxes
‘DE&I’. It’s an acronym that gets tossed around quite a bit in today’s industry - both in advertising and beyond. Following historical underrepresentation of marginalised and minority communities, this phrase is supposed to be the golden reminder to make room for more than just cisgender, white males, because not only do diverse voices matter, but great ideas can come from literally anyone.
Unfortunately, that concept often gets lost. DE&I becomes a set of checkboxes to fill out - a new status quo that must be maintained, with no concept of why it’s important save the obligatory ‘it’ll make us look good’ comments that, while unsaid, are heard very loudly - resounding from agency towers to studio walls.
So what does good DE&I look like? And how is it doing in Canada? These are questions that Garth Collins, head of director representation/new business at production house Dear Friend is passionate about. A champion of fearless innovation, he’s eager to redefine what advertising looks like - changing the narrative surrounding diversity through his leadership opportunities, and pushing for a brighter, truly DE&I-embracing tomorrow.
LBB’s Josh Neufeldt caught up with Garth to discuss his thoughts on the subject, and as a whole, take a look at how DE&I is doing across the country.
LBB> Technical definitions aside, how do you define DE&I? And how do you think it's doing in Canada at this moment?
Garth> DE&I initiatives, within the context of the advertising sector, are efforts to address the historical underrepresentation and lack of opportunities faced by marginalised communities in the industry. It refers to the commitment and efforts made by our industry to promote and prioritise diversity, equity, and inclusion within the workforce, workplace culture, and advertising campaigns.
In Canada, I think we are heading in the right direction… but we have a long way to go. There is no switch flipped - this is a complete rewiring of our industry's programming, and beyond.
LBB> How does this goal influence the way you work at Dear Friend, and what are the biggest factors informing your process?
Garth> At Dear Friend, we recognise that embracing diversity leads to more creative and impactful storytelling, as it naturally brings in a wide range of perspectives and experiences. We aim to create an inclusive environment where individuals from all backgrounds feel valued, respected, and empowered to contribute their unique voices.
The biggest factors informing our work are inclusivity, authenticity, and social impact. We strive to ensure that our team reflects diverse perspectives, both in terms of background and lived experiences. This informs our decision-making and helps us create campaigns that resonate with and represent diverse audiences.
LBB> And what makes your approach different from other studios in the industry?
Garth> Hopefully nothing.
LBB> A big issue within the industry is that DE&I efforts are often token, or performative. Why is this the case, and what does real, legitimate DE&I look like?
Garth> This narrative of checking boxes is increasingly frustrating to me. It appears that many people genuinely want to do what's right, but they struggle to move beyond the initial stage. For example, we commonly see a note at the bottom of pitch decks about commitment to diversity, which is commendable. We just have to remember that commitment alone is not enough; it must be followed by action.
To this end, we should place a higher priority on individuals across the entire spectrum who have been denied opportunities for growth. The most qualified people should ascend to the top and secure the role, whether it's in front of or behind the camera. However, the truth is that there is a significant group of individuals who have never been afforded the chance to try, fail, learn, and improve. This natural progression of growth has been denied to them, so it is crucial that we prioritise these individuals and expedite their path to equal opportunities and success.
LBB> If you were to give advice to other agencies and studios looking to create more diverse opportunities, what would you recommend?
Garth> Really, I think it just comes down to commitment and seeing it through. We as an industry understand the fundamental changes required, and need to have the conviction to make the decisions and stand by it. Take the risk, and work collectively to problem solve as a team - great things will happen!
LBB> Would this advice change between the agency and production worlds? Or does it apply across advertising as a whole?
Garth> I think this 100% applies to the industry as a whole
LBB> In your opinion, how can Canadian agencies and studios offer better support for their communities all year round, as opposed to just during certain, highlighted months of the year?
Garth> Get involved with wonderful organisations like The Collective Bunch Society (west coast) and BIPOC TV and Film (east coast). It’s going to take time and money, two currencies that are available to our industry, if we decide to prioritise it accordingly.
LBB> In the sphere of promoting DE&I, are there any interesting initiatives you’ve been a part of that you’d like to tell us about? How did you get started with them, and what do they mean to you?
Garth> Mentioned above, I sit on the board as the director of advocacy for the Collective Bunch Society based out of Vancouver, BC. Founded by the visionary Jason Mackay, I am so proud to be a part of this amazing group who is truly pushing the needle.
LBB> For readers who might be struggling to find opportunities due to lack of industry diversity, is there any advice you might give?
Garth> Keep believing in yourself! There are a lot of folks out there trying to create opportunity - drop them a line. In this post pandemic world, location doesn’t matter. You can hop on a Zoom call anytime, anywhere, My contact info can be found at Dearfriend.tv, or Collectivebunch.com, and please know that I LOOK FORWARD TO HEARING FROM YOU!
LBB> What are your goals in DE&I for both 2023, and beyond?
Garth> I can’t give a tangible answer to this right now. My aim is to remain fully engaged and present in this ongoing journey of personal and professional growth, surrounding myself with like-minded individuals who share my values, integrity, and beliefs. I acknowledge that I can only influence what is within my control, but I hold the belief that by consistently pursuing what I perceive as the right actions, I can contribute to meaningful and lasting changes over time.
LBB> Is there anything you’d like to add?
Garth> I encourage agencies to have open and candid conversations with their EPs during the director search phase. It's crucial to discuss why we put certain individuals forward and why we feel they would be a perfect match for the project. Sometimes, a director's true potential might not be fully captured in their reel. But, as EPs, we have put in a lot of thought and consideration into why we believe in these directors and are investing our time in them. Sharing these reasons with the agencies can be truly eye-opening, and we hope it encourages them to give these talented directors the chances they deserve!
