Presented most marketers responding to Advertising and marketing Week’s exclusive 2023 Occupation and Salary Survey are aged 45 and beneath, does the market have a persistent age concern to handle?
Does advertising and marketing have an age trouble? Special information from Marketing Week’s 2023 Job and Salary Study reveals just how young the career skews in conditions of its age demographic.
Of the much more than 3,000 marketers getting aspect in this year’s study, nearly a few quarters (74.6%) had been aged concerning 26 and 45-decades-aged. Breaking this statistic down further more, nearly fifty percent (47.3%) are aged 26 to 35, even though extra than a quarter (27.3%) are aged between 36 and 45-several years-aged.
By comparison, just 14.5% of the sample are aged amongst 46 and 65-yrs-outdated.
To put this statistic into context, in accordance to the Business office of Nationwide Statistics’ (ONS) national labour force survey from January, 58% of the Uk doing the job populace is aged among 25 and 49. Whilst the ONS stats are not a immediate comparison to Marketing and advertising Week’s assessment, they recommend the marketing industry appears to be skewing younger than the norm.
Of course, marketing’s age problem isn’t anything new. Last 12 months, when interrogating the difficulty of ageism in advertising and marketing and likely obsession with electronic natives, Advertising Week columnist and previous OpenJaw Technologies CMO, Colin Lewis, noted hearing many tales from entrepreneurs battling to be recruited into roles.
Ageism: Is marketing ‘obsessed’ with selecting digital natives?
While in industries such as regulation and finance “longevity is observed as good”, Lewis argued in marketing “experience does not count”.
Ageism in the advertising and marketing profession has a knock-on impact on individuals. In a Marketing 7 days column very last year, co-founder of Artistic Equals/Business Helen James talked over knowledge from her company CPB London, which highlighted how ageism – especially gendered-ageism – was impacting individuals.
“Is it any shock that new analysis that we have undertaken at CPB London reveals that as gals in the British isles age, they progressively feel invisible to advertisers, with 6 out of 10 of all those aged 55-furthermore expressing there is a distinctive lack of representation of older ladies in marketing?” she wrote.
Applying the Occupation and Salary Study info, Marketing 7 days will examine the concern of ageism within just the industry, analysing the implications for the workforce and outcomes for the customer.
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