ANA diversity supplier survey finds gap between brand interest and spending

The report, called “The Marketing Community’s Support of Diverse Suppliers: The Supplier Perspective,” comes as brands face more pressure to address inequities in investment.

Read more: Guide for working with diverse media suppliers 

The report defines suppliers as including agencies, media companies and other businesses such as consultancies or printing operations. To be considered diverse, companies must have been certified by third-party organizations ranging from Disability:IN to the National Minority Supplier Development Council. 

According to the report, 47% of surveyed suppliers were women-owned; 35% were Latinx-owned; 23% were Black-owned; 14% were LGBTQ+-owned; 7% were Asian-owned and 4% were owned by people with disabilities. One percent were owned by Native American and Native Alaskan people, while another 1% were businesses owned by Native Hawaiians and Pacific Islanders.

The report outlined the challenges diverse suppliers face when doing business with marketers and agencies.

Of surveyed suppliers, 70% said that not getting feedback when they don’t win business is a “major challenge,” followed by 59% saying that they have difficulty getting in with national advertisers and agencies. Another 59% said that they find the extended payment terms that some advertisers and agencies ask for as difficult.