The advertising and marketing industry’s lack of progress on diversity, equity and inclusion may be getting in the way of its relationship with Gen Z. Born between 1997 and 2012, Gen Z is the most diverse consumer group yet and the cohort expects more authenticity and inclusion from brands and agencies when it comes to attracting talent and portrayal in ads.

Yet, this year’s Super Bowl commercials show a disconnect with the audience—even among ad professionals—as well as a lag in diversifying talent in front of and behind the camera. According to the ANA and its Alliance for Inclusive and Multicultural Marketing, diversity in the marketing industry dropped for the first time in years in 2023 and a report by the 4As last year found the number of agencies owned or run by white execs increased to 90% in 2023.

On Feb. 21, Ad Age hosted a roundtable with members of Gen Z to get their take on diversity, equity and inclusion efforts in marketing and advertising. Panelists explored representation and inclusion in ads, how the industry can attract younger talent, the potential bias that comes with working with AI and more.

Watch the broadcast replay below, featuring Morgan Batts, associate brand executive at Wieden+Kennedy; Michael Franklin, founder of Words Normalize Behavior; and Sophie Williams, cultural strategy analyst at Collage Group.

Follow the conversation on LinkedIn, Facebook and X.

This virtual roundtable is part of Ad Age Gen Z Voices; subscribe to Ad Age to get the latest perspectives.