Diversity in marketing: Why ignorance is harmful
A recent survey shows that diversity ranks last among marketers, while AI dominates. A comment by Verena Gründel.
Last place for diversity: When AI supplants social responsibility
Imagine it’s 2026 and no one in marketing cares about diversity.
We’ve all seen the countless posts on International Women’s Day. But I can’t help feeling that there’s a lot of opportunism and hypocrisy involved.
Because the figures tell a different story: We asked 2,600 marketers in Germany, Austria, and Switzerland which of 80 marketing topics are and will be relevant to them.
Guess where diversity ended up!
That’s right. Diversity came in at number 80. Only 8% currently consider it important in marketing.
Hypocrisy aside, the compelling argument is that companies are ultimately harming themselves.
Here are three very good reasons why diversity needs to be back on the agenda:
- When people can identify with the individuals in an advertisement, future brand demand increases by an average of 37% (Kantar).
- Many studies show a positive correlation between diversity and business success. The effect is particularly strong in innovation, creativity, and complex problems – all marketing topics.
- Advertising helps shape who is visible in our society. If women and other marginalized groups are not represented in it, this reinforces existing inequalities.
Marketing professionals, we can do better.
What topics do marketers have on their agenda instead? AI, AI, and more AI. Five of the core AI topics are in the top 10 most relevant marketing topics.
Here are the top 10:
- AI in marketing
- AI search
- AI content creation
- AI in the MarTech stack
- GEO Generative Engine Optimization
- Marketing automation
- Data-driven marketing
- Prompting
- Future of search
- Customer journey
So, the agenda for DMEXCO 2026 is clear.
PS: The full announcement regarding the study by marketing-BÖRSE, HORIZONT, and the German Association for the Digital Economy (BVDW) can be found here.
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