“Advertising is a young person’s game.”

Back in the ‘80s when I was a wide-eyed budding creative, you only had to look around you to see the truth of this statement. Forty years later, much has changed. It’s now a very different industry, but sadly it’s still a young person’s game. Today, 55-64-year-olds account for just 4% of the advertising sector (a 0.2% drop from 2021), even though they represent 17% of the general working population.

We don’t accept racism, sexism, or any other kind of ‘ism’, but it seems we’ve been deeply conditioned over the years to accept ageism as an inherent part of the system. The Advertising Association’s (AA) All In 2023 Census reported that 12% of respondents aged 55-64 felt they’d been personally discriminated against due to their age.

For all the positive talk around diversity, equity and inclusion (DEI), conversation alone doesn’t drive meaningful change. We need to act on our good intentions. Alongside plans to open our doors to those from diverse backgrounds, we should also have policies in place to bring in, retain and support older workers. After all, if you’re planning on staying in the industry longer than a couple of years, that means you. 

Supporting our people as they grow older 

Advertising attracts a certain type of person: the creative, ambitious type. It’s a great place if you want to make your mark and see the fruits of your labours out in the world - from TVs to tablets to street corners. And it’s the perfect environment for those who are keen to climb the corporate ladder. This is what makes our industry so dynamic, compelling and exciting.

Promotion gives you more of everything – more gravitas, more kudos, more money; but also more responsibility, more stress, and, crucially, less time. With the average age of an advertising employee still being just 33, promotion’s likely to come at a time when you’re thinking of starting a family or have young kids at home, so there’s a lot going on in your life, to say the least. You need to be a mental athlete to work in advertising. And you need resilience, both mental and physical. It’s a fast-paced industry, briefs evolve, deadlines contract, and who knows where AI will lead us (although one thing’s for sure – it won’t give us more hours in the day).

Not everyone wants a steady path to the top; there should be no shame in parking your career for a few years (or even permanently) if you’re happy with your work and level of responsibility. But on the other hand, neither should you feel anything should prevent you from getting where you want to be.

In our ‘always on’ culture, energy and enthusiasm are vital, but the first qualities to suffer when life takes its toll and burnout sets in. No wonder this can lead to older employees being passed over by their younger counterparts, who not only have boundless energy but also lower salary expectations.

As an industry, we’re well aware of the importance of mental health, and over the past few years, most agencies have put policies in place to help. Studies show that 80% of employees believe greater flexibility enables them to take better care of their mental health. This is one of the reasons GroupM adopted ‘Core Hours’ which allows employees to choose their own working hours either side of the mandatory 10-4.

We’re definitely making progress. Hybrid and flexible working are steps in the right direction, but there’s still more we could do. The thing about ageism is it doesn’t just hit you when you’re old, you get a taste of it when you’re young. The All In Census reports that more than half of women who have taken parental leave in the last five years believe it’s been detrimental to their careers. A startling statistic. One way this is being addressed is in the form of regular informal inter-department chats, which mean new mothers can stay in the loop during their absence. Another is through part-time and job-share schemes, such as those offered by The & Partnership. But why should we worry about being sidelined simply because our lives outside of work have moved on? 

The multiple benefits of being multigenerational 

The reality is that everyone benefits from a diverse workforce. The Centre for Ageing Better reports that multigenerational workforces are more productive, more innovative - and experience less employee turnover. This can also be an important stepping stone towards greater efficiency. Research from Leeds University shows that intergenerational teams demonstrate better problem-solving and decision-making skills. 

So how can we get there?  

The first thing we need to do is teach our staff to spot inappropriate behaviour. Ageism is a slippery thing and just as we’d call out a colleague for a racist remark, we should call them out for ageism. The message is already getting out there - groups are holding talks and information sessions highlighting the issues surrounding ageism. On 5^th July, GroupM ‘Lifetimes’ held a panel event entitled "How to Embrace Intergenerational Workforces and Combat Ageism in the Communications Industry" with the challenge of how to put conversation into action.

Employee Resource Groups (ERGs) like GroupM ‘Lifetimes’ are a goldmine for insights and give your underrepresented demographics a voice. ‘Lifetimes’ has a specific ageism push for the next three years, whilst The & Partnership’s ‘High-Vis Creatives’ aims to tackle all aspects of discrimination and provide wider entry routes into an advertising career. Visible Start is also making huge waves, helping over 40s women get into, or back into, the industry.

ERGs can be a powerful knowledge-sharing asset. Adopting a joined-up approach can drive industry-wide progress. Data from employee survey results can lift the lid on how we’re currently performing, what works and what doesn’t. It can also help us steer clear of outdated ‘one-size-fits-all’ mindsets. 

Advertising’s perennial spring chickens 

This is our industry’s coming-of-age moment. Multigenerational workforces are a blessing; and experience, rather than suggesting you’re past it, simply means you have proven skills, a vast amount of knowledge to share, and a shedload of resilience. Things we could all do with.