Australia’s advertising industry is quietly losing those aged over 40 at an alarming rate, according to a survey by the Experience Advocacy Taskforce (EAT) in partnership with Advertising Industry Careers (AIC).
The industry’s workforce has historically been younger than the profile of employed people in Australia, According to ACA data, 74% of its census respondents were aged between 25 and 44.
And the average age in the industry is 32.7 (up from 32.1 the year prior) and have 7.8 years’ industry experience (up from 7), according to the MFA census.
According to EAT, more than half (51.54%) of exits occur between the ages of 45-54.
Nearly 70% of those who were once were considered the industry’s young guns (started in the industry at age 18-24), have left prematurely, with only one respondent retiring from the industry.
Experience Advocacy Taskforce founder Greg (Sparrow) Graham said to ensure the long-term health of the industry age bias in hiring must be eliminated and retention of experienced staff must be prioritised.
“The results clearly indicate the advertising industry is facing a silent, yet significant, talent drain due to ageism and negative perceptions of older workers," Graham said.
“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."
Further insights revealed that unintentional exits made up nearly 36% of respondents who left due to involuntary redundancies, far surpassing stress and moves to client-side roles (approx. 11% each).
The myth that older professionals can't keep up with industry changes, especially in the digital age, are largely unfounded, with fewer than 2% citing this as a reason for leaving.
The study also revealed over half (52%) of exits occur between the ages of 45-54, and surprisingly signs of age-related exits start as early as age 35.
This mid-career exodus is well before their time signifying a significant talent drain early and exposing serious challenges that threaten both individuals and the broader industry.
AIC CEO Adam Elliott said the alarming trend of experienced professionals leaving the advertising industry is not 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," Elliott said.
Despite leaving senior roles (76.93%), 23.08% of respondents are still seeking work in advertising. Half indicated they are open to various types of employment—full-time, part-time, freelance.
However, 70% are willing to take positions below their previous level, reflecting their continued passion to contribute. Unfortunately, many face poor recruitment experiences, with "ghosting" by recruiters a common frustration.
The talent exodus is further exacerbated by the apparent shocking recruitment experiences of older job applicants, with one respondent - age 50-54 saying "I applied for 200+ jobs but didn’t get one interview".
“Clearly, it is imperative we offer greater support and career pathways for our more experienced workforce," Elliott said.
"As a result, 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.”
With a razor-sharp focus we can ensure the industry's long-term health by stopping this “silent exit” of talent," Graham said.
"It’s vital to eliminate age bias in hiring; look for new ways to recruit and retain experienced talent by offering greater support for experienced employees; and most importantly making the retention of experienced staff a measure of success.
“It’s not rocket science. It’s vital. And collectively the industry needs to act and move forward.”
The survey results have been released prior to Ageism Awareness Day (October 9) as a platform to continue to raise awareness of the existence and impact of ageism in Australia’s media and advertising industry.
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