Simon Frazier

Institute of Practitioners in Advertising (IPA)

“Identity is self-defined.  Historically, the way our industry collected and classified people’s ethnic group and national identity was inconsistent and flawed. Definitions were exclusive rather than inclusive, and Black and Multi-Ethnic consumers were underrepresented in research because limitations within category choices left some feeling pigeon-holed by labels they didn’t identify with.

“We had intentions to change this, but without BACKLIGHT it wouldn’t have happened. Their drive and ability to initiate an open conversation with all the right people around the table was remarkable.

“Inclusivity must be uniform across the advertising sector, but up ’til now, every research study has asked questions around identity differently; BACKLIGHT was the first to call this to account. They spearheaded a campaign to change policy and create a standard for how these questions are asked across the industry.