World Economic Forum benchmarks measure how the media reflects diversity and inclusiveness.Game offset

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The World Economic Forum’s Media Power Initiative has developed the first audience representation index of this kind. This is how well consumers describe themselves in movies, television, games, news and magazines, sports, and these industries contribute to the community.

The Forum hopes this will bring about a benchmark and change in diversity, equity and inclusiveness of companies and industries around the world. And it’s no wonder that the gaming industry is lagging behind.

The index is based on a survey of more than 7,000 respondents to a US, UK, and French audience on gender, race, ethnicity, heritage, abilities, sexual orientation, age, and their intersections. I am.

The report covers effective diversity, practice of impartiality and inclusiveness (DE & I), fair expression (who is expressed), real expression (expression is subtle and non-stereotype), community building, social impact. We evaluated all industry sectors in four aspects that make up.

Created in collaboration with Accenture, Ipsos and Nielsen, this index shows relative performance between sectors and sector results, and the conclusions are clear. The media and entertainment industry needs to work to advance DE & I’s efforts to improve viewers. Expression.

Important idea

The World Economic Forum evaluates the media industry for diversity.

In an important insight, the report states:

— Room for Growth: The media and entertainment industry has clear opportunities to improve the diverse representation of content. This index shows that the overall average score is 54.6 and there are still no sectors showing major maturity (scores from 75 to 100 on a 100 point scale).
– DE & I has a commercial meaning. Studies show that a 10-point increase in the Audience Representation Index increases the likelihood that consumers will trust the brand 1.3 times.
– Already made efforts have paid off: film and television targeted efforts to increase expression are seen by viewers as well as the appeal of games to people with disabilities. I feel that
– The old group and the LGBTQ + group are not aware of each other. LGBTQ + and older viewers feel less represented in all four sectors, offering a real opportunity to increase brand loyalty. One in two LGTBQ + consumers said they would stop using products or services that they considered were not inclusive.
– Gender gaps are business opportunities. There is a big gap in gender expression in both games and sports. In sports, men are ranked in a sector that is 6% better than women in promoting inclusive communities.
– Loud Action: At the same time that content representation is important, viewers emphasize the importance of brands creating social impact through corporate social responsibility activities, which all sectors of the sector. Ranked as the most important expression in.

Sector Index Score: The game is lagging behind

Weekend 6
According to the World Economic Forum, games lag behind diversity.

The index prioritizes movies and television over other sectors, but games have the most unfavorable scores overall. Industry-specific challenges and opportunities are highlighted in the report, leading leaders to the most important issues for the audience.

“The Power of Media Initiative is committed to building a prosperous, inclusive and equitable economy and society that helps create opportunities for everyone and bring the voice of underrepresented groups to media content. Organizations DE & I It is imperative to be able to measure the footprint and truly understand the gaps that need to be filled, “said Cathy Li, Head of Media, Entertainment and Sports at the Forum, in a statement.

The power of the World Economic Forum’s Media Task Force on Diversity, Equity and Inclusion includes creative leadership positions, independents, business leaders, creators and DE & I experts focused on nonprofit DE & I for commercial purposes. , Gathering industry-wide leaders. , Respond to the demand for transparency and promote change as a community.

Initiatives to support change

Wec Audience Maturity
The World Economic Forum has created a framework for measuring audience representatives.

The forum stated that previous reports established a baseline and outlined best practices.

The 2022 Audience Representation Index also serves as the industry’s first coordinated input to measure progress over time, identify trends, and hold all players accountable. Consistent with the metric set.

The Task Force wants industry-wide involvement. It aims to define a set of principles and high-level commitments of organizations that work together for change, based on shared experience and effort.

“We believe that the workforce of the future is equal. To meet this ambition, the organization creates products and services that address the full diversity of the audience, and everyone belongs to them. We need to foster an environment that feels like we’re listening, “said Catherine O’Reilly, Accenture’s Head of Global Strategy. Press release. “Social impact from a culture of embracing inclusion and diversity is a key differentiator that determines whether a business is prosperous or left behind in an inclusive future as a core strategy both inside employees and outside customers. It will be a differentiating factor. Together. “

Ben Page, Chief Executive Officer of Ipsos, said: This is important. Because when people see “people like them” drawn on screens or printed matter, they can show that they are very likely to trust their content provider.

Over the next few months, the Media Power Task Force will work with the industry to strengthen the indexing framework and explore opportunities to improve the diversity and representation of each media sector. The purpose is to measure progress, update results annually to promote transparency and accountability, and help organizations reflect the diversity of society.

methodology

World Economic Forum
The World Economic Forum shows how markets are responding to greater diversity.

The World Economic Forum, in collaboration with Accenture Research and Ipsos, surveyed 7,201 consumers
Online in the US, UK and France from November to December 2021
The excellent content of each media and entertainment sector reflects the diversity of society and itself.

This study measures diversity across five identity categories: race and ethnicity, gender, sexual orientation and identity, disability, and age. The sectors analyzed were film and television, games, sports, news and magazines. In each market, the first sample interviewed was nationally representative, with additional reinforcement for specific identity groups to ensure robust samples for analysis.

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