Wrinkles in the System: Navigating Ageism in Advertising

Media Industry and Consumers 

It’s been six years since the leading advertising magazine AdAge published “Advertising Has an Ageism Problem” and began addressing this issue. Since then, the industry has created initiatives aimed at combating age discrimination. The Cannes Lions International Festival of Creativity now hosts the Cannes Grey Lions, a competition celebrating ad campaigns developed by creative teams over 50. Meanwhile, Campaign magazine launched its “40 over 40“ list to recognize talented older workers in the field.

Despite these efforts, ageism remains a persistent challenge in advertising. The 2020 U.S. Bureau of Labor Statistics found that the median age of workers in the advertising industry is 2.5 years younger than in other industries, with advertising and promotion managers a full eight years younger than their counterparts elsewhere. This age disparity raises questions about the industry’s ability to reflect and connect with an increasingly diverse consumer base.

New research from the University of Florida College of Journalism and Communications (UFCJC) sheds light on the nuanced reality of ageism in advertising. The study, led by Advertising Associate Professor Kasey Windels and UFCJC alumni Eliana DuBosar, Ph.D. 2024 and Sophia Mueller-Bryson, Ph.D. 2023, examined how age affects experiences within the U.S. advertising industry through in-depth interviews with 30 professionals across various agency roles.

“Ageism is without a doubt a problem in advertising,” said one creative professional in his 40s. “It is, hands down.” But the researchers found that not all departments are created equal when it comes to age bias.

Creatives and those in digital/social roles face ageism earlier and more intensely than their colleagues. One participant noted that seeing anyone over 50 in a creative role who isn’t in top leadership is like seeing “a ticking time bomb.” This perception is driven by an industry-wide ideology that associates youth with creativity, trendiness and cutting-edge ideas.

In contrast, account managers and media planners often find their accumulated knowledge and authority increasingly valued as they age, particularly in client relationships.

The study also uncovered troubling intersections between age, gender and race/ethnicity. Women reported experiencing ageism about 20 years earlier than men, often facing pressure to maintain a youthful appearance through expensive procedures like Botox or facelifts.

For racial and ethnic minorities, age compounds existing barriers. Many reported feeling dismissed or undervalued throughout their careers, rarely reaching top leadership positions before ageism pushed them out of the industry entirely. One Black woman in her 60s recounted, “Every time I was trying to fulfill my ambition, like my peers, there was always these roadblocks.”

The researchers identified several factors contributing to ageism in advertising beyond the association of youth with creativity. Organizational stereotypes that young workers are more enthusiastic and willing to work long hours create pressure on all employees.

Additionally, business models favoring quick, cheap work incentivize hiring younger, less expensive talent.

According to the researchers, “Our findings show that ageism in advertising is a complex issue that intersects with other forms of discrimination. It’s not just about individual biases, but also about organizational structures and industry-wide practices that need to be addressed.”

The study suggests that agencies may be doing themselves a disservice by pushing out older talent. With an aging U.S. population wielding significant spending power, diverse age representation within agencies could be crucial for connecting with this valuable consumer group. The United Nations Population Division reports that 16% of the U.S. population is now aged 65 or older, a demographic often overlooked in advertising campaigns.

As the advertising industry grapples with calls for greater diversity and inclusion, this research highlights the need to consider age as an important dimension of that effort. It challenges agencies to rethink their assumptions about creativity, work culture and talent management to create more equitable and effective organizations.

The implications of this study extend beyond the advertising industry. Ageism in creative industries is influenced by factors at the individual, organizational, industrial and societal levels. Addressing this issue will require a multifaceted approach that considers not only hiring practices but also workplace culture, industry norms and broader societal attitudes toward aging.

The original article, “Same Age, Different Experience: Exploring Ageism in the Advertising Industry across Departments and Intersectional Identities,” was published in the Journal of Current Issues & Research in Advertising, Volume 45, 2024, Issue 2.

 Authors: Kasey Windels, Eliana DuBosar and Sophia Mueller-Bryson.

 This summary was written by Gigi Marino.

Posted: August 21, 2024
Insights Categories: Media Industry and Consumers
Tagged as: Advertising Agencies, Ageism, Kasey Windels