The other part of GroupM's new Media Inclusion Initiative is a "diverse voices accelerator," which serves as a positive-impact fund to support diverse and Black creators, writers, producers, directors, talent and studios. The platform will look to support Black people and groups in the development, funding, distribution and marketing of content for GroupM's clients. The "diverse voices accelerator" will initially focus on Black-owned initiatives and companies and will subsequently expand its reach "We don't have enough Black-owned media, which is a bigger issue," McDonald says, adding that GroupM's 2% commitment could represent support and investment in up to 30% of all available Black-owned media. "We don't want to just share up the pie differently, we want the pie to grow," McDonald says. "We need to find a way to support more diverse media ownership, not just support what's out there."