Black History Month Recap: More Than Just A Month: Long-term Actions To Drive Industry Diversity

On Wednesday 21st October 2020, LoopMe held an internal panel discussion to celebrate Black History Month (UK). The panel discussion, titled ‘More Than Just a Month: Long-term actions to Drive Industry Diversity’ explored some of the key issues faced by black people, and identified ways in which we can all tackle social injustices. 

LoopMe invited a variety of external talent to join us, our three panelists consisted of:

  • Camilla Calvert, Global Creative Solutions Manager, Hearst
  • Maria Pentga-Wallace, Diversity & Inclusion Manager, Financial Ombudsman
  • Elizabeth Anyaegbuna, Co-founder, sixteenbyninemedia

Our panel was moderated by LoopMe’s own Jaimesh Patel, Sales Director.

Panelists shared their perspectives on what it means to have a commitment to diversity and gave us insight into how they have demonstrated that commitment. Maria Pentga-Wallace highlighted that in order to demonstrate her commitment, she lives by her values of social justice, authenticity and amplifies unheard voices.

Elizabeth Anyaegbuna shared the story behind her motivation to set-up sixteenbynine media. She realised that in order to encourage diversity, she needed to represent and reflect black females within our industry. 

Furthermore, we explored strategies for dealing with situations where someone may feel isolated because of their ethnicity. Camilla Calvert spoke about being ‘othered’ and the importance of calling out the situation and responding appropriately. Maria shared her personal experiences where her contributions have been ignored, or attributed to a white colleague. Whilst these experiences adversely affected her self-esteem she turned her attention to working on unconscious bias’ and dealing with microaggressions. 

Our conversation then turned to what learnings can be taken from Black History Month UK to be more understanding towards the issues faced by black communities. Elizabeth reinforced how Black History isn’t just a month in a year, it’s all around us, it plays an active part in the now. 

Maria drew attention to the fact that Black History is British History, that Black people’s contributions in the UK predate Windrush and the Roman and Medieval period; we need to reflect upon centuries of exploitation. To drive a meaningful shift, Active Allyship is required, said Camilla Calvert. 

Lastly we explored Diversity and Inclusion initiatives and whether people can often assume that these initiatives need to be driven by junior members of staff. 

Our panelists shared their thoughts on how these initiatives need to be worked on collaboratively, but need to be led by senior management who set the tone, cultural norms and psychologically safe environments. Senior leadership ultimately devise policy however, they need to listen, collaborate and inform that policy. The process must be a joint effort, but senior leadership are the leaders… so they need to lead.  

More and more companies are putting corporate social responsibility at the forefront of their day-to-day activities. Through our CSR committee LoopMe’s aim is to provide all employees with the relevant training and best practices to ensure that they are educated on how to combat social injustices.

TV & Mobile Screens Have Highest Ad Recall for Political Advertising

We are a week away from a divisive election battle in the US and it’s become quite overwhelming at times to get a good read on what Americans are really interested in hearing from the candidates.

We took a look at consumer trends during the month of October to find out what matters most to Americans heading into the 2020 Presidential election, where they get key information, and what types of advertising influences them most.

LoopMe’s PurchaseLoop Research survey ran from October 2nd to October 22nd, 2020 with a nationally representative respondent pool of over 2,300 Americans aged 18+ and here are the key findings:

Factors that influence the vote:

  • Issues matter most when deciding on factors that influence Americans’ decision on which candidate to vote for, with additional importance put on leadership qualities.

In rank order, Americans care most about the economy & healthcare, followed by social issues & national security. 

Advertising channels with influence:

  • News outlets & debates/conventions are the clear leaders for consumers looking to gather info on who to vote for. 
  • When asked about preferred advertising choices 43% of total responses opted for “I’d rather not say”. This is substantially higher than all other questions and could show general dissatisfaction across formats for current political advertising messaging. TV & online advertising were the most preferred medium, selected over radio & print.
  • As with the preferred mediums of TV & Online, so went ad recall. Print & OOH lagged well behind TV/Radio/Phone/Computer for mediums driving political ad recall. 

In general we saw an overall dissatisfaction with political advertising across the board, which could be indicative of many things including the tone of the ads, the frequency of ad delivery and overall political fatigue as we get closer to election day. However, it was clear that when asked about ad recall that screens with sight, sound and motion were the clear winners where other media choices (print, OOH) were less impactful, especially in a year where screen usage increased and travel outside has decreased due to the COVID-19 impact on our society.

Hear more about this research on his podcast with RBR + TVBR InFOCUS Podcast here