2025 All In Census tracks industry’s steady progress on talent and inclusion

Published: 13 May 2025

Data from participants across UK advertising industry highlights that 78% enjoy working in advertising, but there is still more to do

London, May 8th, 2025: The results of the third All In Census have been published today following participation in the study by over 14,000 practitioners from across the advertising and marketing industry, spanning agencies, media owners, tech companies and brand marketing teams. The data now available, from a total of nearly 50,000 responses since the first survey in 2021, will inform the ongoing All In Action plan to support talent retention and recruitment. Launched in 2021, in partnership with ISBA and the IPA, and conducted by Kantar, the All In Census asks important questions about experience and representation within advertising.

The results reveal that most respondents (78%) enjoy working in advertising, though more work is required to be an industry viewed by its workforce as trustworthy (40%) or producing a positive social contribution (44%). Results also reveal an Employee Net Promoter Score (eNPS) of +6%, which measures the likelihood of professionals to recommend advertising to others as a career choice.

Key findings from the 2025 All In Census include:

Hybrid working

• Respondents felt that hybrid working has led to an increase in work/life balance (59%), productivity (58%), freedom to choose when and where people work (50%), meeting customer needs (35%) and less work burnout or fatigue (31%).
• Respondents with client-facing roles are spending less time working from home and more time in the office. These sectors include Office Services, C-Suite, Production, Account Planning and Sales.
• Findings showed that on average, respondents are working 2.6 days a week in office, 2.2 days at home, and 0.3 as ‘other’.
• In contrast, the preferred number of days respondents would like to work in office is 2.1 days a week, with 2.5 at home, and 0.4 as ‘other’.

Increased number of women in C-suite roles

• Women now make up 46% of C-Suite positions, with a steady increase from 2023 (43%) and 2021 (39%).

Black and Asian talent less likely to leave the industry but still experience discrimination

• Black and Asian professionals are less likely to leave the industry due to lack of inclusion/discrimination than in 2023: down from 30% to 24% for Black talent and 21% to 19% for Asian talent.
• 18% of All In respondents were from an ethnic minority vs 14% of the UK working population.
• Black respondents were the most likely to have experienced discrimination (16%), followed by Asian respondents (12%), Muslims (12%) and Women (10%). These levels are lower than 2021’s results.

Largely positive impact of AI in the workplace

• The majority of respondents (63%) felt enthusiastic to use AI more in their roles, with only 15% feeling the opposite.
• 44% of respondents agree that AI has made them more effective in their job, whilst 22% disagree.
• Use of generative AI to complete tasks is fairly evenly split between respondents who do so regularly (41%) versus those who don’t (39%).

Sharon Lloyd Barnes, Commercial Director and Talent & Inclusion Lead said:

“This latest set of data underlines the importance of continued focus on improving the workplace for all. While progress has been made, thanks in part to the industry-wide effort around key actions, there is always work to be done. The All In data is the crucial foundation for the All In working groups, helping define the direction of the industry action plan. Now more than ever, we need to ensure we attract, nurture and retain the best talent. New data from the All In Census illustrates an opportunity for the industry to champion and communicate advertising’s valuable economic and social contribution to the wider workforce.”

Kathryn Jacob, OBE, Chair of the Inclusion Working Group said:

“This latest iteration of the All In Census is another tremendous effort by everyone involved. In encouraging thousands of people to have their say and analysing the resulting data, we are taking positive action towards making advertising as welcoming an industry as possible for everyone.”

The executive summary of the results is available on the All In Hub.

-ENDS-

Notes to editors:

For further information, please contact: 

Matt Bourn, Director of Communications   

matt.bourn@adassoc.org.uk

Polly Devaney, Head of Content

polly.devaney@adassoc.org.uk

About All In

All In is a cross-industry initiative led by a partnership between the Advertising Association, ISBA, and the IPA. First launched in 2021, the campaign’s objectives are to improve representation and inclusion in the UK advertising & marketing industry, and to create a workplace where everyone feels they belong. The All In Census which runs every two years informs an industry action plan, and companies who have implemented the actions can apply to become All In Champions.

About the Advertising Association 

The Advertising Association promotes the role and rights of responsible advertising – trusted, inclusive and sustainable – and its value to people, society, businesses and the economy. Responsible businesses understand that there is little point in an advertisement that people cannot trust. That's why, over 50 years ago, the Advertising Association led UK advertising towards a system of independent self-regulation which has since been adopted around the world. There are nearly thirty UK trade associations representing advertising, media and marketing. Through the Advertising Association they come together with a single-voice when speaking to policymakers and influencers.

 About the IPA 

Incorporated by Royal Charter, the IPA’s role is: to advance the value, theory and practice of advertising, media and marketing communications; to promote best practice standards in these fields; and to ensure that the work it does will benefit the public, the wider business community and the national economy. It has a well-earned reputation for thought leadership, best practice and continuous professional development and also provides core support and advisory services. Its membership base is predominantly made up of corporate members who collectively handle over 85% of the UK’s annual £22bn ad spend and who represent over 4,000 brands and employ over 25,000 staff. Based in the United Kingdom for nearly 100 years, IPA programmes can be found in more than 60 countries worldwide. 

 About ISBA 

ISBA is the only body that represents brand owners advertising in the UK. We empower them to understand the industry and shape its future because we bring together a powerful

community of marketers with common interests; lead decision-making with knowledge and insight; and give a single voice to advocacy for the improvement of the industry.

ISBA is a member of the Advertising Association and represents advertisers on the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice, sister organisations of the Advertising Standards Association, which are responsible for writing the Advertising Codes. We are also members of the World Federation of Advertisers. We can use our leadership role in such bodies to set and promote high industry standards as well as a robust self-regulatory regime.