April 2023

As reported in a Globe & Mail newspaper story in  the Institute of Canadian Agencies (ICA) Talent Census Report showed only 11% of the marketing agency workforce was older than age 51!  Crazy when you compare the broader labour market in Canada where persons age 51+ account for 35.42% of the workforce. In fact, 70% of the agency workforce is under age 40!

Now that I am of a certain vintage, I have started to explore this topic.  Admittedly, I am one of the lucky ones whose clients appreciate the knowledge and experienceI bring to them every day.  However, all too frequently of late I am hearing from industry friends, who I consider in the prime of their careers, being phased out of roles for a variety of reasons all disguised as one thing – ageism!

So why are there so few elder states-people in the industry? The two most common theories are first, are older workers are less creative and, second, older workers more expensive. Well let me be the “old guy” to dispel these myths.

CREATIVITY: The perception older workers are less creative than younger counterparts tend to be based on the belief younger people are more in touch with current trends and pop culture, making them better suited for marketing work. However, I will argue older workers are just as creative as younger ones as they often bring diverse perspectives and life experiences to the table, which can be invaluable in creating effective campaigns.

EXPENSE: The perception older workers are more expensive than younger ones is based on the belief that we have more experience and, thus, are more likely to demand higher salaries. While we may command higher salaries, the reality is older workers are more cost-effective than younger workers as we are more productive, less likely to require extensive training and more likely to stay in jobs longer, reducing the costs associated with employee turnover.

The consequences of ageism in marketing agencies in Canada are significant. For example, discrimination against older employees can lead to a loss of experienced and skilled professionals, perpetuate negative stereotypes about aging, and negatively impact the mental and physical health of older employees. To combat ageism, marketing agencies must create a culture of inclusion and diversity, value the perspectives and experiences of older employees, and provide opportunities for growth and development for employees of all ages. By doing so, agencies can create a more diverse and innovative workforce, better serve their clients, and ultimately succeed in a competitive marketplace.

If you are age 50+ and working for a marketing agency I would love to hear your thoughts on the subject of ageism.