Why representation isn’t about trends

The road to a diverse industry is often well-intentioned, but ‘current trend’ communities can gain preference over the ultimate goal of representation, says Rich Miles, CEO, Diversity Standards Collective.

There are numerous industry gatherings in the annual DSC calendar, allowing for a panoramic view of our industry, which I have seen change substantially over the years.

This year’s Cannes was the latest, and the most famous/infamous, of these. The festival has hardly been synonymous with diverse representation in the years I’ve attended, but in many ways this year stood out as a landmark year for change.

Previously, the mantra of diversity may have been chanted at many seminars and tipsy networking receptions, but it was hardly evident around the conference rooms in which it echoed.

This year’s tipping point saw an uptick in members of the queer community, people of colour and a more equal gender balance - albeit outside the Palais and in the Fringe section, where I would spend most of my time.

There’s a worry, however, that our industry’s apparent improvements might be shortlived, and more representative of cultural trends, rather than true representation. LGBTQIA+ and Black representation is up, but not so much in communities including those who are disabled, or South/East Asians.

Overall, there is a lot to celebrate, however, and I think this is reflected in some of the content the industry is putting out. A recent Rightmove ad, for example, shows a wave of change from the standard representation of gay couples. It features two men who aren’t your idealistic, perfectly chiselled young demographic. The imagery reflects a subtle but notable cultural nuance that instantly resonated with my lived experience, and made me smile and connect with Rightmove: it's two men sharing an emotional moment, with a gaze that suggests theirs is a romantic connection.

This is the kind of work I would like to see more of.