Creative Majority: An APPG for Creative Diversity Report

Creative Majority: An APPG for Creative Diversity report on ‘What Works’ to support, encourage and improve equity, diversity and inclusion in the creative sector.

An All-Party Parliamentary Group (APPG) for Creative Diversity, September 2021.

Report authors: Natalie Wreyford, Dave O’Brien, Tamsyn Dent


The Creative Majority  report is the culmination of a collaborative research project, commissioned by the All Party Parliamentary Group (APPG) for Creative Diversity. It represents a partnership between the APPG Creative Diversity chaired by Baroness Deborah Bull and Labour MP Chi Onwurah with King’s College London and The University of Edinburgh, alongside support from the Paul Hamlyn Foundation and NBCUniversal. The partners have worked together to address the question of workforce equity in the creative and cultural sector. Much has been written about inequality in this workforce, with extensive evidence already demonstrating the barriers to employment and leadership opportunities across the industry.

The Creative Majority  report addresses this issue through a ‘What Works’ approach. It aimed to understand what has worked to improve equity in the creative and cultural sectors, and what can be learned from other sectors to transform the creative labour forces of the future.

The report draws from evidence submissions and roundtable consultations, as well as a review of the academic literature. The literature review is at the centre of the report, and is the basis of many of its recommendations. It examined ‘What Works’ to improve diversity and inclusion in the workplace, from fields as diverse as medicine, science, technology, engineering, maths, education, and management studies. The review offers the evidence of practices to support diversity that work.

The review of the specific and sometimes limited academic literature is brought into dialogue with lived experiences and examples of effective action within the creative and cultural sectors. This evidence was gathered through an open call for evidence and a series of online round tables chaired by the APPG and attended by participants and representatives from across the creative and cultural sectors.

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For too long the UK’s creative industries have been dominated by a narrow subset of the UK population – a subset that does not represent our country as a whole. The pandemic has only deepened this issue, with fewer creative organisations, fewer job opportunities and fewer openings for diverse talent. Without action, we risk exacerbating inequalities further in the creative industries and an entire generation of talent – the future of the sector – could be lost. Creative Majority shows how we can plot a positive course out of this crisis. It is the culmination of 18 months of research by the APPG for Creative Diversity and its partners into what works – and what doesn’t – when it comes to boosting diversity and inclusion in the creative sector. The result is a comprehensive report that provides actionable, practical steps for creative businesses and organisations, as well as achievable recommendations for government.


– Chi Onwurah MP, Co-Chair, APPG for Creative Diversity

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Read the full report

This report is available in its entirety as a downloadable PDF document.

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