According to the latest All In Census, an overwhelming 78% of advertising professionals say they enjoy working in the industry.
The research, which surveyed 14,000 practitioners from across agencies, media owners, tech firms and brand marketing teams, reflects a broadly positive sentiment towards careers in advertising.
However, while enthusiasm remains high, the census also highlighted a trust gap within the industry. Around 40% of respondents felt that more needed to be done to improve advertising’s credibility among its own workforce.
The Employee Net Promoter Score (eNPS), a benchmark for how likely workers are to recommend their field to others, stands at just +6% – a modest result that suggests satisfaction, but also signals room for improvement.
The Advertising Association’s commercial director and talent and inclusion lead commented that this latest set of data underlines the importance of a continued focus on improving the workplace for all. They added that while industry-wide action has led to progress, a long-term effort is still required.
Hybrid Working and AI Adoption Transform the Workplace
The research also shone a light on the ongoing transformation of workplace dynamics.
Hybrid working appears to be broadly well-received, with 59% of respondents claiming it has improved their work-life balance. Another 58% noted an increase in productivity, and 31% said they felt less burnt out as a result.
The average time employees now spend in the office is 2.6 days per week – slightly higher than the 2.1 days they say they would prefer. Notably, client-facing roles such as sales, office services and senior leadership are still spending more time in-office compared to their peers.
In parallel, the rise of artificial intelligence is becoming an increasingly accepted part of day-to-day roles in advertising.
A strong 63% of respondents reported feeling enthusiastic about using AI more in their roles. Nearly half (44%) said that AI tools had made them more effective, while 22% disagreed. Usage is steadily growing, with 41% of respondents using generative AI regularly to complete tasks – though 39% said they had never used it at all.
Inclusion Sees Measurable Gains — But Discrimination Persists
One of the most significant developments recorded in this year’s census is progress on inclusion and representation across the sector. The number of women in C-Suite roles has risen steadily from 39% in 2021 to 46% in 2024 – a promising sign of greater gender parity at the top.
Ethnic representation has also improved. The number of respondents from ethnic minority backgrounds reached 18%, compared to just 14% in the wider United Kingdom working population.
Encouragingly, fewer Black and Asian professionals now cite discrimination or lack of inclusion as reasons for leaving the industry – with Black talent dropping from 30% in 2023 to 24% in 2024, and Asian talent from 21% to 19%.
Despite these positive strides, issues around discrimination remain. Black respondents were the most likely to report experiencing discrimination at 16%, followed by Asian professionals and Muslims at 12%, and women at 10%.
The data suggests that while structural improvements are being made, the lived experience for many still falls short of true inclusivity.
The chair of the Inclusion Working Group praised the findings, calling this census a tremendous effort by everyone involved and a positive action towards making advertising as welcoming an industry as possible for everyone.
Building the Future of Advertising on Insight and Action
Since its inception in 2021 by the Incorporated Society of British Advertisers (ISBA) and the Institute of Practitioners in Advertising (IPA), the All In Census has been a cornerstone of industry introspection. The data continues to guide the All In Working Groups, helping define direction for future policies and initiatives.
Perhaps more than ever, the industry is being called upon to both reflect and act – to foster inclusive, trust-based environments that allow talent to thrive. From embracing AI to strengthening hybrid work structures and dismantling barriers to diversity, the census presents a roadmap for meaningful progress.
As the Advertising Association’s leadership reminds us, the challenge isn’t just to attract top talent – it’s to retain it, nurture it, and create a sector that professionals are proud to be part of.
In short, the message is clear: the industry has made progress, but the journey is far from over. Now is the time to double down on trust, inclusion and innovation to build an advertising industry that works – for everyone.
