Linda Fagerlund.
Smelly Lunch Stories is returning for a second live panel event on the DEI process in Australia’s marketing, advertising and media industry.
‘Navigating the Stink’ will focus on unpacking the results of a DEI survey, conducted by SLS and in partnership with Urban List.
The survey collected 400 responses, and SLS co-founder and Mediahub CSO Linda Fagerlund told AdNews that they want to address the gaps and create conversation around DEI initiatives.
“We wanted to do this because it felt like DEI is almost at a crossroad right now,” she said.
“A lot of conversations I've been having with industry bodies, people in agencies, even anecdotally, is that there's a general feeling that the whole idea of DEI is becoming deprioritised.
“We’ve seen some of that impact in the US, and some of the Trump policies that's pretty much created almost this negativity around DEI.
“And there's a general feeling that although we've taken some steps forward, it also feels like we're also going backwards a little bit, or at least things are stalling.
“We wanted to dig into what's going on, how's it impacting our industry and how people actually are feeling about that.”
76% of those identifying as ethnically diverse say they have had to downplay their cultural identity to ‘fit in,’ according to the DEI survey.
66% have never had a mentor that shares their cultural background and 12% have never had a mentor at all.
“The stats signal an opportunity for us to address some of the gaps so that could lead us into the mentoring space,” Fagerlund said.
“The survey findings will start to inform tangible elements of our program to ensure that we're using that feedback for good.
“How do we create those connections between leaders of culturally diverse backgrounds to others in the industry?
“We’re almost co creating the program in partnership with the community, which will be really exciting.”
SLS first panel in October 2024 sold out and featured an ‘incredibly diverse room of people from all different levels,' Fagerlund said.
“The key thing that people took away from our last event was that sense of community and camaraderie.
“Looking around the room and seeing an incredibly diverse room of people from all different backgrounds, gathering with this intention to have an honest conversation about how we can make this industry of ours more inclusive, welcoming and reflective of the brilliant diversity that it represents at all stages and levels is so powerful."
SLS have also started a ‘Smelly Drinks’ initiative, an informal get-together for media/marketers to have open discussions and find community.
Fagerlund said that one of the key values is to ensure there is a positive, inclusive community without finger pointing or attacking people, companies and policies.
“It can be easy to be cynical about DEI. There is a lot of DEI fatigue as well,” she said.
“One of our purposes is to make sure that we shine a light on the bridges that we can build collectively together. And that can only come through honesty and transparency.
“We want people to walk away feeling that there is a form where anything can be raised.
"That you can come along, meet and network with people who share similar lived and career experiences at all different levels, walking away feeling that you're not alone.”
‘Navigating the Stink’ will take place on August 7 at the Ace Hotel Sydney.
The panel will feature BMF chief strategy officer Christina Aventi, Independent brand strategy consultant, educator and creator Eugene Healy and IAG executive manager of channel, performance and effectiveness Mark Echo.
Fagerlund will moderate the panel.
“All this feedback and positive response is not just feuling our efforts, it's shaping the kinds of initiatives that we're doing to make sure we're giving people what they need and addressing some of the barriers and gaps at the same time,” Fagerlund said.
“There is no playbook or blueprint for how you can overcome some of these biases and barriers, because everyone's journey and situation is very different.
“We really want those diverse stories to help inspire people to feel that we can overcome it, and that there are pathways there.
"To make sure that we're connecting people in the community and to help elevate them in their careers.”
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