‘It’s a loss of invaluable insights and creativity’: New survey finds alarming rates of ageism in advertising
New research from the Experience Advocacy Taskforce (EAT) has found a significant talent drain of professionals over the age of 40 in the advertising industry, with nearly 70% of those once considered the ‘young guns’ departing prematurely.
Ahead of Ageism Awareness Day on October 9, the survey, conducted in partnership with Advertising Industry Careers, has highlighted how severely the advertising industry is losing its experienced workforce.
More than half (52%) of exits in the industry occur between the ages of 45-54, while signs of age-related exits start as early as 35.
While unintentional exits (involuntary redundancies) made up nearly 36% of survey respondents, 11% quoted stress or a move to a client-side role as their reason for departing advertising. Meanwhile, just 2% cited a struggle to keep up with industry change – clearly debunking the myth that older professionals can’t keep up in the digital age.
“The results clearly indicate the advertising industry is facing a silent, yet significant, talent drain due to ageism and negative perceptions of older workers,” said Greg ‘Sparrow’ Graham, founder of the EAT.
“‘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.”
With age-related exits starting alarmingly low, the EAT has exposed serious challenges in advertising that threaten both individuals and the wider industry.
“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,” Adam Elliot, chief executive of Advertising Industry Careers, explained.
“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.”
Moreover, older professionals are facing tougher recruitment experiences, with some being ‘ghosted’ by recruiters and many (70%) being willing to take positions below their previous level. One survey respondent, aged 50-54, said they applied for over 200 jobs, and didn’t get a single interview.
“Clearly, it is imperative we offer greater support and career pathways for our more experienced workforce,” Elliot continued.
“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.”
Graham added: “With a razor-sharp focus we can ensure the industry’s long-term health by stopping this ‘silent exit’ of talent. 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.”
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Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
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Adam Elliot
Advertising
advertising industry
Advertising Industry Careers
ageism
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Experience Advocacy Taskforce
Greg Graham
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