The advertising industry, particularly in Australia, has recorded a steady departure of experienced professionals in a certain age group.
According to a new study by the Experience Advocacy Taskforce (EAT) in partnership with Advertising Industry Careers (AIC) on the challenges of multigenerational workforce management in Australia’s advertising industry. The study surveyed 130 former professionals from full-service agencies, media agencies, creative agencies, and media owners.
The report highlighted that over 51.54 percent of the exits occur in the mid-career age bracket of 45-54. It stated that nearly 70 percent of those who entered the industry as ‘young guns’ (started their careers between 18 and 24) left prematurely. The report established that these individuals are being squeezed out by an industry increasingly looking for younger talent.
Owen Joyce, Chief Operations Officer of AIC, said senior people can sometimes dismiss new trends like TikTok, which may appear okay to them. He pointed out that there’s a perception that younger people better understand social platforms because they spend a lot of time on them. “But the survey respondents indicate this is less than 2 percent.”
Greg Graham, Founder of EAT, said there is a need to eliminate age bias in hiring. The industry must prioritize the retention of experienced staff as a measure of success. “The results indicate the advertising industry is facing a silent, yet significant, talent drain due to ageism and negative perceptions of older workers.”
Graham believes the ‘Silent Exit’ is a wake-up call. “To remain competitive, the industry must value the expertise and contributions of seasoned professionals and collectively work together to make age a non-issue for the next generation.”
Adam Elliot, CEO of AIC, said the alarming trend of experienced professionals leaving the advertising industry is more than just a loss of talent. “It’s a loss of invaluable insights and creativity. Embracing the expertise of those over 40 is essential to fostering innovation and resilience within our field. We must shift our focus from age as a barrier to age as an asset.”
Eliot said it’s imperative to offer greater support and career pathways for the advertising industry’s more experienced workforce. As such, AIC has launched the ‘Expert Directory’ where senior experienced people seeking full-time, part-time, or contract work can register a free profile and be found by companies wanting to tap into this experienced cohort.
