2025 Commitment To Change
Collective Measures aspires to be a welcoming and inclusive collective of marketing professionals that is representative of our community, creating a more holistic and empathetic understanding of the world that allows us to be more effective in driving results for our clients and employee owners.
We’ve made continued progress, but we know more work is needed to bring meaningful change. Here is where we are today.
The Data
Breaking down the data
As of 7/3/2025
Ethnicity
Entire agency
- 86% White
- 5% Asian
- 1% Native American
- 1% Hispanic/Latinx
- 3% Black or African American
- 3% Multiethnic
Director-level employees
- 90% White
- 0% Asian
- 2% Native American
- 0% Hispanic/Latinx
- 2% Black or African American
- 6% Multiethnic
Leadership — VP + above
- 100% White
- 0% Asian
- 0% Native American
- 0% Hispanic/Latinx
- 0% Black or African American
- 0% Multiethnic
Gender
Entire agency
- 61% Female Identifying
- 39% Male Identifying
Director-level employees
- 54% Female Identifying
- 46% Male Identifying
Leadership — VP + above
- 57% Female Identifying
- 43% Male Identifying
Our progress
Reflections on our progress from the last year
Highlights of our efforts in support of our strategic DEI vision are summarized below:
Integrated into company planning
We integrated action plans related to agency recruitment, philanthropy, internal training, and daily operations with the help of an external inclusivity advisor. One short-term outcome of this work has been the inclusion of DEI-related actions and progress measures focused on inclusive practices and employee experience in our annual plan, which helps us track progress and remain accountable.
Community partnerships
We are actively making financial and time investments to champion inclusivity within our local community. This has included a continuation of our annual Rainbow Run sponsorship, a marquee event for Twin Cities Pride to celebrate the LGBTQ+ community. We also continue to expand our partnership with The BrandLab to further their mission to change the face and voice of the marketing industry. This year, in addition to hosting two interns from The BrandLab for the summer, Collective Measures is The BrandLab’s quantitative survey partner for its annual State of the Profession Report.
Supporting our culture
We remain committed to building a workplace where more people feel welcomed, supported, and able to thrive.
Over the past year, we’ve continued to expand our recruitment outreach, especially at the early-career level. This helps ensure a wider range of candidates are aware of and feel encouraged to explore opportunities at Collective Measures. In 2024, 23% of new hires self-identified as members of racial or ethnic groups traditionally underrepresented in the marketing industry, based on voluntary self-reporting.
While we know there’s still progress to be made, we’re encouraged by the growing diversity of lived experiences across our team. And we’re equally proud that our employee retention is at an all-time high. We continue to hire based on skills, experience, and alignment with our values. We also work to ensure more people feel encouraged and welcomed to apply.
Our previous commitments to change
We are on a journey toward becoming a more inclusive place to work for all people. As we look back at previous years, it’s important to do so with a critical eye, evaluating what worked, what didn’t, and what learnings can be brought forward to inform our future commitments.
