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Women in advertising: Breaking DEI fatigue

"Normalisation requires embedding DE&I into core business practices as daily operations, not isolated annual campaigns around International Women's Day," says UM MENAT's Amel Rebbouh.

DEI fatigueAmel Rebbouh, New Business Director, UM MENAT

UM MENAT’s Amel Rebbouh speaks to Campaign Middle East on how diversity, equity and inclusion (DEI) should be integrated into business processes and how breaking DEI fatigue can be achieved.

What mechanisms or metrics should organisations use to measure the effectiveness of DEI efforts beyond recruitment statistics?

Effective DE&I measurement requires comprehensive tracking: retention rates – especially for women –promotion pipelines, succession planning, pay equity, and leadership representation. Employee engagement surveys and mentorship programmes can help provide critical insights on inclusion effectiveness.

Establishing clear KPIs benchmarked against industry standards creates


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Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.