The news: The advertising workforce is undergoing major changes in talent composition; in the US, workers ages 20–24 made up just 6.5% of advertising, PR, and related services jobs last year—the lowest share since 2020 and down from 10.5% in 2019, Adweek notes.

Live Data Technologies reports that staff-level marketing and advertising roles have dropped more than 10% since January 2022, while managerial headcount has remained steady—suggesting automation is replacing many entry-level positions.

The decline bucks historic trends where recent graduates typically had lower unemployment than the general population, but since 2022 their jobless rates have crept higher.

Yes, but: Not all markets are the same.

In Australia, the picture looks different but is also shaped by AI adoption and shifting skill needs. Per AdNews, more than 75% of open Australian digital advertising and ad tech roles target candidates with just one to five years of experience.

Why it matters: The agency world faces a dual challenge—bringing in younger hires who can quickly master emerging tools, while avoiding an age imbalance that limits perspective. Age diversity is an often-overlooked dimension of workplace diversity, yet having teams that are too young or too old risks narrowing creative and strategic thinking.

The irony: Many marketers identify Gen Z as a key audience, but don’t hire enough Gen Z staff to authentically shape campaigns targeting their own peers.