What do you do for a living?

Yesterday, I and my co-founders of the network All of Us were invited by Framtidsarenan to discuss inclusion within the communication industry. We received questions ranging from what agencies and companies should keep in mind, to why the situation in Sweden looks the way it does.

However, one thing that concerns me and that came up during the conversation is the notion that the problem with representation in the industry is due to racialized individuals not knowing that a career in communication is an option.

I grew up being encouraged by my parents to become a doctor, a teacher, or a professor (in what, I don't know; my dad just thought it sounded cool). Traditional, prestigious professions. The idea that I could turn my curiosity into a role as a PR consultant wasn't even on the radar. Nor was the idea that my passion for writing could be fulfilled as a copywriter.

That said, awareness of the industry is only a small part of why representation looks the way it does at Swedish agencies. To claim otherwise is to ignore the more than 700 people with non-Nordic backgrounds in our network who are either studying or already active in the industry.

My point is that there are many more factors at play. Educated, competent individuals with non-Nordic backgrounds often don't apply to agencies because they feel they don't stand a chance. They know they might not be called for an interview. They know if an agency isn't actively working on inclusion and diversity. They know if the office culture isn't welcoming. Your agency will only become attractive once you truly start addressing these issues.

As for the fact that many older people have no clue what we actually do - that's a completely different story. I've given up trying to explain my job to my mother. "Advertising," I say. And "advertising" is what she tells her friends.

Canan Yasar

Creative Director, Obeya