Coping In the Fast Lane of Marketing

Coping In the Fast Lane of Marketing

The marketing industry has always been fast paced. From tight deadlines to high expectations and the constant need to adapt, today’s marketers navigate a complex terrain of industry trends. These include the evolution of hybrid work models and the integration of AI tools. While the industry shows no signs of slowing down, placing importance on the wellbeing of marketing professionals can help reduce strain and create a healthy, supportive work environment.

Making progress

Our research has found that marketers around the country report high levels of stress year-round, with over half (56%) of marketers fearing burnout in their current role. In particular, the younger generation of marketers between 25 and 34 (57%) are the most likely to experience these fears.

Encouragingly, employers have made great strides in cultivating mental health awareness. 57% of surveyed marketing professionals feel that their company's mental health initiatives have had a positive impact on their wellbeing, and three quarters of marketers report that their employers are now taking mental health more seriously. Despite this, mental health action still needs work and sustainable, long-term strategies remain essential for continued progress.

We need to double down on these efforts to ensure that marketers have the right environment to not only do their jobs, but thrive, so we can retain the great talent we already have and create confidence for professional growth. A healthy team is a productive team, and there is an intrinsic link between a healthy workforce, stress management and productivity.

A culture of support starts at the top

While there are positive signs that the industry is already making progress, prioritising mental health can be challenging. The demands of performing and maintaining marketing momentum can be overwhelming, but with a supportive culture led by example, this is not impossible. A supportive culture starts at the top, and leadership plays a crucial role in fostering this. To drive change, marketing leaders must prioritise and demonstrate a genuine commitment to wellbeing.

The recent Institute of Practitioners in Advertising’s (IPA) Bellwether report has highlighted the challenges facing today’s marketing industry. From ongoing economic uncertainty compounded by shifting trade policies to rising operational costs, marketing professionals face the task of remaining resilient and continuing to push for innovation. Navigating the complexity of the modern marketing environment is no mean feat, and will no doubt have an impact on mental health. Pressure on budgets means marketers will have to make their spend work harder to drive better outcomes and maximise success with fewer resources. Prioritising wellbeing is more important than ever and marketing leaders who build a culture where wellbeing is prioritised and people feel equipped to thrive, even while the landscape is shifting, will emerge stronger.

Marketing has a unique role to play

Marketers are uniquely positioned to lead change on this issue and break down the stigma surrounding the topic of stress and mental health. Marketers are skilled in understanding people, getting messages across, creating campaigns that resonate and collaborating with different business teams. These skills can also be used to break through the noise and drive awareness not only within teams, but also throughout the entirety of an organisation.

The Chartered Institute of Marketing has been setting the benchmark for best practice across the marketing industry since 1911, and this includes championing mental health efforts across the industry. Best practice is not limited to numbers - it also involves acting with professionalism and compassion.

To support marketers in this effort, our report sheds light on the most prominent challenges facing the marketing industry today, including stress awareness, which empowers marketers to confidently tackle emerging challenges.

Looking ahead

Stress awareness isn’t just a nicety, it is a necessity. As the industry continues to develop, Stress Awareness Month is a timely reminder for us to work together to re-write the narrative and develop solutions that look after our most valuable currency - people. We all have a role to play, and driving clear strategies and practical tools should be high on the agenda for every marketing leader, not just during Stress Awareness Month, but permanently.