The 3% movement
Diversity = Creativity = Profitability
On November 8th, 3 Percent Movement will present the 7th Annual 3% Conference. It’s the first time here in Chicago (Navy Pier), after several years in Toronto, Miami, Detroit and even New York.
And the big news is that my mentor, Emily Moore (ACD — Havas Chicago),
has been selected to settle on this conference (only 4 tickets are available for Havas Chicago)! I’m so happy for her.
I’m looking forward to learning more about this event.
– What is it and why did they create this movement?
The premise is simple: only 3% of U.S. creative directors are women, and even less are people of colour. A real social issue in North America. So, their goal is to bring this number up to 50%.
One lady, who was one of 2013’s “Top 10 Women to Watch” in Advertising Age, had this crazy idea. Her name is Kat Gordon.
Kat has over 20 years of marketing experience as a copywriter/creative director, and founded Maternal Instinct (a marketing agency specialised in marketing to women).
Society is globally influenced by women. They have an impact on 80% of consumer spending and 60% of social media sharing. So, the question is: who is better capable of talking to women than women?
Thanks to events, mentorship, content, community, researches and so on, the 3% movement (created in 2013) aims to create a vibrant community to spread this new way of working.
And…it works! The number of female Creative Directors has gone from 3% to 11% in just a couple of years.
This equality is resulting from 3 pillars:
We Include Everyone
So many diversity initiatives consist of only one under-represented group. But The 3% Conference includes everyone, not as an afterthought, but as critical members of our community. “Gender” doesn’t mean women and “Diversity” doesn’t mean African Americans. It means everyone.We’re Results Driven
As our name suggests, we’re all about moving forward from where we started. By doing our own research, we can provide the press with important metrics to help raise awareness, and to see how we ourselves can improve the cause.We’re Optimistic
3% is more watchdog than bulldog. We look for what’s happening in creative industries and celebrate what’s working. Everything we do, from choosing the speakers at our conference to consulting inside agencies, is about finding what works and amplifying it.
– The 2-day annual fall conference
This year, the conference will feature over 85 speakers (half of whom are speakers of colour). From 8:00am until 6:30pm each day, much content is planned.
The goal of 3% is to highlight the importance of diversity to creativity.
The theme is: BRING IT.
* A rally cry to bring and share your wisdom.
* An invitation for more peer-to-peer learning.
* A reminder to bring your men, your juniors, your leadership, your clients —
a true cross-section of your company.
Interaction is also a key word for this year.
Several activities are planned: the Question Game, a ping-pong tournament (with brackets + bets), improv training, expert-hour roundtables, a live graphic artist and a custom 3% app.
For those who can’t come, or want to bring these key learnings back into their workplaces, they created an online edition:
* Post-produced video sessions of all main stage sessions from the 2018 fall “BRING IT” conference: 30 keynotes, panels and fireside chats.
* Comprehensive recaps with key takeaways.
* Discussion guides for each of the four conference tracks.
* Video highlights exploring key themes: Self Care for Success, How to Engage Men as True Allies and How to be a Leader in the 21st Century Creative Workplace.
* Discussion guides with step-by-step instructions for hosting viewing/discussing roundtables at your workplace.
* Exclusive extras: presentation templates, research, podcasts & more.
– More
- The 2017 opening conference video
- The available jobs
- Follow the movement on Facebook / Twitter / Instagram / LinkedIn / Youtube
