While racism and sexism have justifiably been major topics of discussion in the ad sector in recent years, new research from the Canadian Marketing Association (CMA) shows that another, troubling -ism is also rearing its head among marketers: ageism.

In fact, 44% of marketers believe age-based discrimination is tolerated in their workplaces more than other forms of discrimination, the research – which is detailed in the CMA’s latest DEI report – shows. The vast majority (81%) of Boomers and a smaller majority (62%) of Gen Xers said they feel disadvantaged in the sector, while just shy of half (49%) of Millennials felt the same. Meanwhile, 13% of agency marketers consider employees in their thirties to be “older,” which is double the rate among client companies, the CMA reports.

“Our research shows that experience is too often devalued in the marketing profession,” explains Alison Simpson, president and CEO of the professional association. “DEI initiatives should take age into consideration as well as other harmful forms of discrimination. Age should not be a barrier to hiring, working with or promoting a deserving employee.”

That finding is one of several surfaced by the report, which also asserts that diversity in leadership is vital to maintain employee engagement and retention. An overwhelming majority of respondents to the CMA’s survey agreed that having a well-diversified leadership team supports business growth (96%) and offers many benefits (98%), while employees in organizations that have diversified leadership feel more valued and included, and also more invested in those organizations’ success. Only 14% of employees working under diversified leadership say they feel disengaged at least sometimes.

The opposite is also true. Where leadership is not diversified, employee disengagement rates are rising (60% in 2023, compared to 52% in 2022). When employees feel disengaged, 65% of them start to look for work elsewhere.

“The positive business impact of well-diversified leadership is undeniable,” says Patrick Bhang, co-chair of the CMA’s DEI committee and director for retail merchandising at RBC. “Having employees who feel valued and are invested in the success of your organization not only contributes to your internal culture, but strengthens external customer and partner relationships […] Engagement has a direct impact on employee retention, further solidifying the positive impact of diversity in the workplace.”

Leadership is also vital in enacting DEI initiatives, the report states, with senior leadership’s support identified as a key driving factor of a more equitable workplace among 77% of respondents, while formal diversity and inclusivity/unconscious bias training and management programs for all employees, including senior management, was identified as a driving factor by 64%.

Conducted by research firm RKI, the survey polled 435 people working at Canadian agencies, brands, not-for-profit organizations, service providers and independent consultancies. The full report can be found on the CMA website.