Measuring inclusion in your work
It’s hard to look back at work you’re proud of and admit that it’s not good enough. But the first step in making real progress towards authentically inclusive work is understanding where you currently stand.
A few years ago, we began auditing Google’s creative work to understand how we’re doing on inclusion and representation in our marketing. The resulting insights have helped us celebrate progress over the years, set annual goals, and identify opportunities for work that authentically represents the world. Each year, we apply these principles to complete a creative audit of our own work. Here are some of the top findings from our most recent audits.
2018-2021 Creative Audits
Google Marketing 2018-2021 Creative Audits
Our representation of Asian communities continues to surpass benchmarks.
Black representation is thoughtful and strong.
We need to further amplify Indigenous stories.
Our representation of Latinos/Latinx people is trending upwards.
We are portraying more LGBTQ+ stories than ever.
We are making progress at including people with disabilities, but still have more room to grow.
Women are included in the majority of our ads and now have a nearly equal share of speaking time.
Dimensions we look for in our creative audits
- Note that these dimensions are not intended to be fully inclusive of all possible identities. A limited set of dimensions were chosen to support measuring representation at scale. We also acknowledge that many dimensions of identity are not visible to others. Our goal is to gain a clearer understanding of whether our intent to be inclusive is perceived by others through the work we create.
- Age: Perceived presence of people in the age groups of children, teens, young adults, adults, and older adults.
- Disability: Perceived presence and representation of people with various types of apparent and non-apparent disabilities.
- Gender: Perceived presence and representation of women, men, and gender expansive individuals.
- LGBTQ+: Perceived presence and representation of LGBTQ+ people (with the understanding that LGBTQ+ stands for lesbian, gay, bisexual, transgender, and questioning or queer).
- Military status: Perceived presence of veterans or people who are serving in the military.
- Race and ethnicity: Perceived presence and representation of Asian, Black, Indigenous, Latino/Latinx, or white people.
- Skin tone: Perceived presence of a diverse spectrum of skin tones from dark to light. At a minimum, we recommend covering the spectrum of dark skin tones to light skin tones on a 6-point scale.
- Socioeconomic status: Perceived presence of low-income, middle-income, and high-income socioeconomic categories.