New CIPR research exposes widespread age discrimination in public relations profession
The Chartered Institute of Public Relations (CIPR) has published research highlighting widespread age discrimination across the public relations profession, with older practitioners facing exclusion, stereotyping, and biased attitudes within workplace culture and HR processes.
The report – 'An age-old problem: What can we do to tackle ageism in PR?' – was conducted by Jenny Manchester MCIPR and sponsored by the CIPR’s PR Research Fund. Through 44 semi-structured interviews with PR professionals across different age groups, sectors, and seniority levels, the study examines how age-related bias manifests in workplace culture, recruitment and retention practices, and attitudes towards older professionals.
The research reveals a range of experiences of age-related bias. Participants described being subjected to age-based comments, excluded from meetings and campaigns, stereotyped as less creative or digitally capable than younger colleagues despite their experience and expertise, and facing assumptions that limited their opportunities.
The research also highlights the intersection of ageism with gender discrimination, noting that women face compounded challenges as they age within the profession, often being excluded from leadership opportunities and facing greater barriers to progression and fair treatment.
To address these issues, the report presents recommendations for creating more age-inclusive workplace cultures, including reforming HR policies and recruitment practices to avoid cementing age bias, implementing flexible working arrangements, and fostering intergenerational collaboration across the industry.
The study is accompanied by a practical checklist for employers, line managers, and individuals, developed with the Centre for Ageing Better, providing starting points for developing age-friendly cultures in PR organisations. The checklist is part of a more comprehensive Age-friendly culture toolkit aimed at large and small employers developed by the Centre.
This research underlines how the PR industry undervalues and excludes experienced professionals. It found people no longer feel welcome in an industry where they've worked for years simply because of their age. We're seeing talented older practitioners stereotyped as less creative or digitally capable, despite their expertise. 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?
We talk a lot about the need for greater diversity and the value this can bring to an organisation, and this conversation must include challenging our own assumptions about age and capability. I hope the response to these findings is to see the introduction of practical changes. Previous research has done a lot to shine a light on the existence of ageism in the profession, and this report aims to deepens our understanding of the contributory factors that are at play and the impact they have on talented, skilled professionals.
As we wrap up National Inclusion Week, this research highlights a gap in our profession. Ageism is not an isolated issue in public relations. It’s costing us experienced talent, valuable perspectives, and vital institutional knowledge. Jenny's report shows how outdated assumptions about age and people’s capability are holding us back, while also offering highly practical recommendations to individuals, line managers, and the industry to tackle the issue and drive change. I look forward to seeing how we and leaders across the industry can act on them.
- Download the research and checklist.
- Read more CIPR Research Fund reports.
- The Centre for Ageing Better is hosting a webinar presentation on What is an 'Age-friendly Culture' and how do we know if we have one? on 23 September from 13:00-14:00 BST. It covers what shapes an 'Age-friendly workplace culture' and explores the main areas where ageism may show up in your workplace.
About the Chartered Institute of Public Relations
Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the world's only Royal Chartered professional body for public relations practitioners with over 11,000 members.
The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).
About Jenny Manchester
Jenny Manchester MCIPR is a seasoned communications leader with over 20 years' experience in purpose-driven communications. A graduate of Bournemouth University's pioneering BA(Hons) in Public Relations, she has led communications teams across charities and local authorities, including roles at Marie Curie Cancer Care, the Equal Opportunities Commission, and as Communications Lead for the Campaign to End Loneliness. She currently serves as Head of Communications at the Centre for Ageing Better, where she champions the contributions of older people and drives campaigns that challenge ageism and promote inclusive ageing.
About the Centre for Ageing Better
The Centre for Ageing Better is pioneering ways to make ageing better a reality for everyone, including challenging ageism and building an Age-friendly Movement, creating Age-friendly Employment and Age-friendly Homes. It is a charitable foundation and part of the government’s What Works Network. The Centre for Ageing Better is a registered charity with the Charity Commission of England and Wales registered number: 1160741.