According to new research, 78% of people enjoy working in advertising.
The All in Census surveyed 14,000 practitioners from across the marketing industry, including agencies, media owners, tech firms and brand marketing teams.
It was launched in 2021 by the Incorporated Society of British Advertisers (ISBA) and the Institute of Practitioners in Advertising (IPA).
The data showed 40% of respondents believed more work needed to be done for the industry to be viewed as trustworthy by its workforce.
It also highlighted that the marketing industry has an Employee Net Promoter Score (eNPS) of +6%, which measures the likelihood of professionals to recommend advertising to others.
Sharon Lloyd Barnes, commercial director and talent and inclusion lead at the Advertising Association said: “This latest set of data underlines the importance of continued focus on improving the workplace for all. While progress has been made, thanks in part to the industry-wide effort around key actions, there is always work to be done.
“The All In data is the crucial foundation for the All Inworking groups, helping define the direction of the industry action plan. Now more than ever, we need to ensure we attract, nurture and retain the best talent. New data from the All In Census illustrates an opportunity for the industry to champion and communicate advertising’s valuable economic and social contribution to the wider workforce.”
The census showcased that 59% felt hybrid working has led to an increase in work/life balance, while 58% believed it had increased their productivity. It also highlighted that 31% of respondents reported they felt less burnt out and fatigued.
Data showed that respondents are working 2.6 days a week in the office on average. It also highlighted that respondents would prefer to work 2.1 days in the office.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
However, the results also showed that those with client-facing roles, including sales, c-suite and office services, spend more time at the office than they do working from home.
According to the All in Census, women now make up 46% of C-Suite positions, rising from 43% in 2023 and 39 in 2021.
It also highlighted that Black and Asian professionals were less likely to leave the industry due to discrimination or lack of inclusion, dropping from 30% in 2023 to 24% for black talent and 21% to 19% for Asian talent.
The survey showed 18% of All In respondents were from an ethnic minority, vs 14% of the UK working population.
Furthermore, the study revealed black respondents (16%) were the most likely to experience discrimination, followed by Asian respondents (12%), Muslims (12%) and women (10%).
According to the report, 63% of respondents reported feeling ‘enthusiastic” to use AI more in their roles.
Almost half of those surveyed (44%) felt AI had made them more effective in their role, whilst 22% completely disagreed.
The census showed 41% or respondents used generative AI regularly to complete tasks and 39% reported never using it.
Kathryn Jacob, OBE, chair of the Inclusion Working Group added: “This latest iteration of the All In Census is another tremendous effort by everyone involved. In encouraging thousands of people to have their say and analysing the resulting data, we are taking positive action towards making advertising as welcoming an industry as possible for everyone.”
