How 15 minutes of your time can make a real difference to talent in our industry

During the most recent Advertising Association Industry Reputation Group, we presented an Industry Trends Analysis made in conjunction with Google’s AI tool, Gemini. We input 45 ‘year ahead’ and 2025 predictions articles from major industry press such as Campaign and Media Leader into the AI tool and asked it questions, including, ‘What is the industry most pessimistic about in 2025?’. One of the main areas of pessimism for 2025 was the talent and skills gap. Unfortunately, 2025 has already proven to be a difficult year for promoting and retaining talent and skills within our industry. Despite this, there are still opportunities for change, and we believe the All In Census is at the heart of this opportunity.

The bi-annual All In Census, first run by the AA, IPA and ISBA in 2021, was designed to improve workplace experience and representation. Gathering confidential and anonymous data, it received almost 19,000 responses in 2023 from individuals across the advertising and marketing industries.

The data collected since 2021 has helped shape the All In Action Plan – a series of eight actions aimed to improve workplace representation and experience. More than 130 organisations across the industry have now adopted all the actions to become All In Champions, with the number growing all the time.

This year, the All In Census returns to once again measure progress and inform the evolving industry action plan – as well as sourcing new data on additional topics such as hybrid working and AI.

The impact the ‘All In’ data has had on businesses is tangible, from providing a framework to align with existing talent strategies to directly improving the experience of people across the industry. For example, the latest action for disability is to ask staff and visitors if they have any accessibility needs, which has resulted in many companies adding a line in their email signatures, as well as thinking differently about what might be needed in meetings and at events.

The great work IAB UK does in tackling and addressing big issues, highlighting what works and celebrating digital success overlaps with many of All In’s goals. Online training that IAB UK offers such as the ‘Introduction to Digital Advertising’ course and ‘Digital Advertising Regulation in the UK’ allow people of all abilities and seniority to become confident and educated on all areas of digital advertising. Initiatives such as these and the Advertising Association’s Marketing and Training Hub support and nurture talent and ensure those from all backgrounds have access to resources and training.

The advertising landscape is continuously growing and changing shape, but it is our responsibility to ensure the industry remains a welcoming space for all talent, as well as an exciting and attractive career option for young people. This is only possible if we all continue to collaborate and support initiatives such as the All In campaign, which seek to drive positive change for all.

Have your say on Wednesday 12 March by taking 15 minutes out of your day to share your thoughts in the All In Census 2025: https://advertisingallin.co.uk/all-in-census/

Results and an executive summary of the 2025 UK ‘All In’ data will be publicly available from Thursday 8  May 2025 through the All In Hub.