Despite talent retention challenges in 2025, opportunities for data-driven progress remain. Initiatives such as the All In campaign, with the industry’s support, can play a key part in driving change. The 2021 and 2023 All In Census data illustrated that there is much to be done to retain and advance talent right across the industry, in a range of different roles, by improving workplace experience and career pathways.
Founded in 2021 by the Advertising Association, the IPA and ISBA, and delivered by Kantar, the biennual All In Census is designed to improve workplace experience and representation. The survey gathers confidential and anonymous data from people across the advertising and marketing industries and is used to inform the All In Action Plan.
The Census returns this year to continue measuring progress and asking some new questions about AI, hybrid working and caring responsibilities.
Data-powered results
Figures from 2023’s All In Census show that 21% of respondents were likely to leave their company in the following 12 months, with the top three reasons respondents cited being better opportunities elsewhere, poor work/life balance, and a desire for a career change.
The data collected from the All In Census is essential to shaping the All In Action Plan – a series of eight actions designed to improve representation and talent retention. In 2023, the All In Census received nearly 19,000 responses and has prompted more than 140+ All In Champion companies across the industry to adopt the actions in their business. The Advertising Association has also created the Advertising and Marketing Training Hub, along with Adwanted, to provide an open source, one-stop-shop for quality-approved training and qualifications for all levels. Courses include digital skills, AI, media planning, creative and leadership skills.
And the effect of better representation isn’t just felt internally – it also impacts the work we create. A crucial component for public trust and enjoyment of advertising is that it authentically represents the society we serve and so ensuring talent from all backgrounds is making, buying and placing the ads is vital. There is also considerable data to demonstrate inclusive advertising has a long-term positive business impact, driving increased sales. The Unstereotype Alliance, set up by UN Women, is an initiative uniting advertising industry leaders, decision-makers and creatives to end harmful stereotypes in advertising.
In 2024, the Alliance published a report called ‘The Business Case for Inclusive Advertising’, detailing that brands with more inclusive practices are 62% more likely to be a consumer’s first choice, and are valued higher by consumers with a 54% higher pricing power than other brands. Inclusive advertising also contributes to positive societal progress and overall, more responsible business operations.
The future of industry talent
Without creative problem-solvers, businesses risk being unable to efficiently connect with a broad consumer base. The industry is experiencing a ticking time bomb around the talent and skills gap, and must address this by making a career in advertising appear more attractive to both entry-level talent and talent from other industries.
To do this, the Advertising Association strives to signpost other resources and initiatives like the Advertising and Marketing Training Hub, T-levels and apprenticeships to specifically platform new talent and skills.
Save the date
Everyone with a role in advertising and marketing can help shape the future of creative industry talent by supporting the All In Census on March 12th: https://advertisingallin.co.uk/all-in-census/.
Results and an executive summary of the UK All In data will be publicly available through the All In Hub from May 8th.
