Soapbox 2025: Michelle Sarpong’s Optimism Amid the DEI Decline

Our LBB community is buzzing with ideas, opinions and visions for a better advertising industry. So this year, we invited you to dig out your megaphone and climb onto our figurative soapbox to share your hopes for 2025: what change do you want to see? How can the inner workings of the industry improve? How should it adapt to the tech, social, cultural, economic, and politics shifts shaping the market?

Taking the mic this time is Michelle Sarpong, commercial lead at the7stars, a UK independent media agency. Tackling one of the most topical issues right now – the DEI backslide – Michelle looks at the stats and considers how we can fight back.

A Renewed Commitment to Diversity and Inclusion in 2025

As we step into 2025, I’m eager to see the progress made in promoting equality within our industry continue to evolve to meet new challenges. Over the past decade, many companies and brands have laid essential groundwork for fostering diversity, equity, and inclusion (DEI). It’s important that we don’t lose focus and continue to review and benchmark goals.

Recently, however, there’s been a concerning trend of deprioritising diversity and inclusion efforts, reflected in the wave of DEI focused roles and positions being cut or eliminated across the sector. Data from the IPA, released at the end of January 2024, shows marginal declines in both the level of ethnic diversity at agencies, and the percentage occupying C-suite roles.

In the US, the attrition rate for DEI roles was at 33% at the end of 2022, compared to 21% for non-DEI jobs, according to New York-based workforce analysis firm Revelio Labs. Many fear cuts will only increase under Trump and given Zuckerberg's decision to axe fact checkers on Meta platforms followed by the announcement to scrap its DEI programmes, it is clear that this deprioritisation is real and threatens to undermine years of hard-fought progress.

Despite these setbacks, I remain optimistic. The benefits of diversity within our industry is undeniable. Greater inclusion fosters innovation, drives collaboration, and enables growth. Numerous studies have demonstrated that diverse teams outperform homogenous ones, bringing fresh perspectives and creative solutions to the table. It’s crucial that we remain steadfast in building on this foundation to ensure the momentum is not lost.

It was this commitment to sustaining progress that inspired the launch of the Women in Trading Network in late 2024. The network was created to address the need for greater support and representation for diversity in trading and commercial sectors, which have long been white, male-dominated spaces.

Founded by a group of passionate and experienced professionals, the network brings together leaders such as Duri Mehmet, group trading director at Orion; Jade Behr, EMEA agency development at Spotify; Vanessa Doyle, head of trading at Magna, IPG Mediabrands; Amy Brown, head of commercial partnerships at Hearst; Sarah Pedrett, UK trading director at the Financial Times; Jo Blake, head of investment at MI Media; and myself.

Our mission is simple but vital: to provide a dedicated space for women in trading and commercial roles to connect, share resources, and build meaningful relationships. Through networking events, educational sessions, and mentorship opportunities, we aim to empower women currently working in these fields while also inspiring those considering a career in trading. Importantly, we recognise the invaluable role of male allies in advancing this mission. Collaboration with allies is essential to creating a truly inclusive and supportive environment.

As we move forward, it’s vital to draw inspiration from organisations and initiatives that prioritise inclusion and empowerment. These efforts remind us of what’s possible when people are placed at the heart of a mission. By championing meaningful change, they don’t just contribute to the industry’s growth—they enhance the well-being and success of its members.

Let’s make 2025 a year of renewed focus on fostering collaboration, innovation, and transformation. The journey toward true equality is far from over, but together, we can ensure the industry becomes a thriving, inclusive space for all.