The 3% Movement, which advises ad agencies and brands on gender equity in the wake of MeToo, has set its tights on the tech industry. Here's the pitch deck it's using to drum up business.
Now, the industry has spawned a new group of companies that's carved out a niche working for clients that want to broadcast their sensitivity to female consumers and employees alike.Gillette knew that its new #MeToo ad would prompt backlash. Here's why the company still went ahead with it.
The 3% Movement began as an events company best known for the eponymous conference now in its eighth year. Since 2015, it has sold a trademarked"certification" service that amounts to a voluntary audit for ad agencies looking to prove that they live up to the organization's self-defined standards for culture, leadership, and equal opportunity.
The 3% Movement also gave Business Insider slides from an updated version of its overview deck that shows how it plans to expand its focus beyond gender to company culture in general. The company also sells a higher"platinum certification" for an unspecified cost, saying only that it varies based on the size of the client.
No company has earned platinum status, which the most recent deck defines as"well beyond the benchmarks set by 3% for a healthy, prosperous, and inclusive culture." The representative said this is"largely due to the lack of racial/ethnic diversity" at American ad agencies. A representative for that agency believes the certification has helped it win new business, noting that a prospective client recently asked for information about the 3% Movement at the end of a creative pitch that ultimately saw the company award a project to Forsman & Bodenfors. Prota also said that a client recently hired her as a consultant while undergoing internal issues related to gender equity on the basis of the certification.
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