Innocean and Paper Moose have unveiled preliminary results from their 'Drop the Shade' survey, launched in September 2023, which sought to understand the impact of feedback culture in the creative industry.

The survey's findings suggest that negative feedback is a significant factor affecting talent retention and discouraging newcomers, with over 75% of respondents expressing this view.

The survey also found 77% of respondents are in favour of removing anonymous commentary from industry publications, a move that could potentially foster a more open and constructive feedback environment.

Jeremy Willmott, Creative Director at Paper Moose, commented on the survey's findings, stating, it’s been clear for a while that change was needed to address the toxicity found in parts of the industry.

"This survey validates the need for change and has given us a shot in the arm in getting the next phase of our project live. It’s time we stop tearing each other down and start loving our work a bit more," he said.

Innocean CEO, Jasmin Bedir, said the results of the study speak for themselves. "It seems that the industry really wants to change the discourse we’re having about our craft in marketing and advertising. We want to feel pride in our work, in our teams, our production partners and our clients. The “Love our work” charter is an attempt to bring us together as an industry and lift each other up," she said.

In addition to the survey results, a draft of a voluntary charter for the industry, titled 'Love Our Work Industry Charter', has been made available on loveour.work. The charter is part of an effort to promote a more positive and supportive industry culture.

The full report, along with the charter draft, will be presented in the new year as part of a broader industry discussion on the issue. More details will be announced on loveour.work in December.