IPA Report Highlights 5 Strategies for Supporting Age Inclusion

A new, free IPA report, Time for some new ‘Age Thinking’, highlights the age imbalance in the UK advertising agency business and offers practical solutions to foster more inclusive and equitable environments for older, more experienced talent. The release of the publication coincides with the IPA’s flagship Talent and Diversity Conference, taking place 30 April 2025.

Through a blend of IPA data, qualitative in-depth interviews, and desk research, the report explores the topic of age within the advertising agency world through both a commercial and intersectional lens. The research gathers together perspectives from across the ad agency business, speaking to talent from all corners - junior to senior, inside and out - embracing viewpoints across the spectrum.

Key findings:

The report highlights that only 8% of people in advertising agencies are over the age of 51, according to the latest IPA Agency Census, which compares with 33% of the overall UK workforce and 22% in the information and communication sector.

Furthermore, the research outlines that for many professionals over 50, the paths to career stability can be limited: transitioning to another industry, pursuing self-employment, or facing financial vulnerability. These outcomes, it explains, often result from the current commercial models that fail to value older, more experienced talent effectively.

To help address these issues and the many more raised within the research, the report offers actionable recommendations for agencies to create more inclusive environments.
Five strategies for supporting age inclusion (summarised from the fuller report findings):

1) Design for inclusion

o Interviewers should avoid age assumptions, and leaders should foster inclusive cultures through dialogue and commitment.

o Agencies could also join the Age Friendly Workplace Pledge to demonstrate their commitment to valuing older workers.

2) Rethink the commercial model

In a challenging economy, older, more experienced talent might seem underappreciated in industries focused on younger staff. However, experienced professionals can offer stability and insight.

o Visible support from leadership is essential to fostering a culture that values and retains older, more experienced staff.

3) Encourage intergenerational collaboration

With five generations in the workplace (Baby boomers, generation x, generation y, millennials and generation z), each with distinct values, stereotypes can hinder collaboration. To address this:

o Businesses could create intergenerational teams through co-mentoring and social events.

o Simple changes, such as allowing preferred communication styles, help bridge gaps.

4) Train and upskill

Investing in training ensures a future-ready workforce, which could include:

o Cross-generational learning, where younger and older staff share skills and experience, can boost collaboration and innovation.

o Tailored development plans and flexible learning help bridge gaps, improve retention, and promote growth, ensuring teams remain adaptable and prepared for evolving demands.

o It should be emphasised that training may be for sideways progression, not necessarily for the next, bigger role, depending on what the individual requires and wishes for.

5) Apply empathy and take action

o Apply an intersectional lens to ageing, acknowledging the diverse experiences across the spectrum.

o Have relevant and up-to-date policies.

o Tracking the post-employment paths of over-45s helps shape better inclusive strategies.

Leila Siddiqi, director of diversity and inclusion, IPA said, “This report is not just about highlighting the challenges older professionals can face; it’s about providing a clear roadmap for how the industry can change. By fostering an inclusive environment where age is seen as an asset, advertising agencies can tap into a wealth of experience that can unlock new opportunities for collaboration, growth, and innovation within the industry.”

Xavier Ress, chair of the IPA Talent Group and CEO, AMV Group said, “It’s clear that advertising can’t afford to overlook the value of experience. We know that diverse teams produce better work, and that includes age diversity. Agencies that adapt and invest in the skills of older, more experienced professionals will set themselves up for long-term success. We need to work together as an industry to find better ways of retaining older talent."

The report, Time for Some New ‘Age Thinking’, is free to all and available to download from the IPA website.