A new study from the Chartered Institute of Public Relations (CIPR) has found older practitioners face discrimination in the field of public relations due to ageism.

A new study by the Chartered Institute of Public Relations (CIPR) has found more than half of older professionals have experienced age-related discrimination. 

62% of survey respondents over 45 felt their age negatively impacted their career progression. The study finds that older professionals are categorised as less creative or digitally capable, leading companies to equate success to youth rather than expertise. The survey indicates that there is a lack of older PR professionals as a result of this bias, with 21% of employed PR professionals being over the age of 50.

However, according to the OECD (Organisation for Economic Co-operation and Development), in 2025 businesses with a 10% higher share of workers aged 50+ are 1.1% more productive.  

Jenny Manchester, a member of the CIPR, commented on the importance of this discussing ageism in the workplace, saying: “This should concern us all of us – ageing is something we all face and is an increasingly important issue for the profession in the context of Britain’s ageing population – more of us will be working for longer, what does the industry need to do to adapt to this?”                                                

The CIPR included recommendations in its study of how to tackle ageism and make PR workplaces more inclusive. Among these is an employer’s checklist provided by the Centre of Aging Better, which urges employers to create a space for older employees by calling out stereotypes and normalising conversations about future plans alongside health. The report also recommends flexible working arrangements that atone for people's changing needs, which 28% of PR agencies offer.  

Advita Patel, president of CIPR, looks forward to seeing how the industry acts on the findings this study has presented and hopes the implementation of these recommendations may drive change in the industry.