The Class Ceiling: New Views of Success

Unlock fresh perspectives on talent, engagement, and market understanding by exploring the impact of social class in the workplace and in the field.

This webinar is for people and businesses in market research and the wider marketing community.  Particularly on those seeking to attract and retain talent in the industry and managers.  

For market research and marketing professionals, understanding the nuances of social class is no longer a peripheral consideration – it's a critical element for effective strategy, authentic communication, and reaching diverse audiences. This insightful webinar, "The Class Ceiling: New Views of Success," brings together leading experts to shed light on the realities of social class, social mobility, and their profound implications for the industry, the work we do and the communities we represent.

The webinar will be chaired by the Social Equity Group’s Rachel Lawes.  Rachel is a renowned and published semiotician who is proudly working class, and an advocate for the West Midlands, particularly Birmingham. 

Join us to hear from Prof Carl Chinn MBE, a distinguished professor and social historian specialising in working-class dialect and culture. He will walk us through working-class communication styles and cultural values, providing crucial context for our research and the workplace.  He will also give us a deeper understanding of "code-switching" and learn how this impacts communication and perception in professional and consumer contexts.

Our second expert, Toni Kent, is a renowned authority on social equity. Her presentation will focus on the complexities of social mobility and its often-disorientating impact on individuals from working-class backgrounds. She will talk us through the unique challenges and perspectives of this demographic as they navigate professional spaces. This session will explain how traditional notions of "success" can be perceived differently and highlight the importance of empathetic and nuanced approaches.

Finally, Ash Gorton from The Marketing Trainer will address a practical pathway for fostering greater social mobility and enriching the talent pool within businesses. His presentation will champion the crucial role of apprenticeships in providing accessible routes to fulfilling careers for individuals from working-class backgrounds. He'll discuss the challenges of getting the market research industry to engage with apprenticeships.  Discover how embracing apprenticeship schemes can inject fresh perspectives, diverse skills, and untapped potential into your own organisations and the wider market research industry.

There will then be an opportunity for a Q&A with our panel of experts.

By attending this webinar, you will gain:

• A deeper understanding of working-class culture and communication styles
• Insights into the lived experiences and perspectives of insight professionals, fostering greater empathy and cultural sensitivity in your work.
• Practical knowledge about the significance of code-switching and its implications in the workplace
• A compelling understanding of the benefits of apprenticeships in promoting social mobility and accessing a wider pool of talent for your organisation and the industry.
• Actionable takeaways for developing more inclusive recruitment strategies

This webinar is essential for:

• Market research professionals seeking to understand diverse consumer behaviours and develop culturally sensitive research methodologies.
• Business leaders and HR professionals looking to foster social mobility within their organisations and tap into a wider talent pool.
• Anyone interested in understanding the nuances of social class and its impact on the professional and consumer landscape in the UK.

Don't miss this opportunity to gain critical insights and equip yourself with a "new view of success" that embraces the richness and complexity of social class in our industry today. Register now to secure your place.