'I get called Grandma in meetings' - PR industry must tackle its ageism problem

The public relations industry, a field I've dedicated my career to, is often celebrated for its vibrant energy and fresh ideas. Yet, beneath this dynamic surface, we grapple with a silent, pervasive issue: ageism. As someone who has experienced this first hand and conducted extensive research, I can tell you it's a problem we can no longer afford to ignore. Ageism is a problem that has left many, including myself at times, feeling undervalued and invisible.

Despite an ageing UK workforce and careers that now extend well into later life, the PR sector, especially within agencies, remains disproportionately youthful. We're losing valuable experience, and frankly, it's heartbreaking to witness. I’ve seen incredibly talented individuals, with years of wisdom, pushed to the sidelines, and it’s a loss for everyone.

My own journey led me to delve deeper into this issue. Recent research, including the CIPR-funded Missing Women Study and Women in PR's Lost in the Industry, Found in Their Prime: Ageism Report (2025), has shed light on the systemic barriers faced by mid-career and older women in PR. These studies highlight inflexible working conditions, male-dominated leadership cultures, and a troubling undervaluing of strategic communications work. But I wanted to go further. My qualitative CIPR member funded research, How Do We Tackle Ageism in PR, drew from 44 semi-structured interviews with PR professionals. Published last month by the CIPR, the research offered some concrete actions our industry, organisations and individuals can take to truly tackle ageism.

Why ageism in PR matters to all of us

The impact of ageism is far-reaching, affecting individuals, organisations and the PR industry as a whole. I've heard countless stories from interviewees who shared feelings of isolation, frustration, anger, and profound sadness. They no longer feel welcome in an industry where they've dedicated years of their lives. As one participant powerfully stated: "I think society has a huge role to play in how we view older workers. There's this pervasive idea that once you hit a certain age, you're no longer valuable or capable." This isn't just about feeling unwelcome; ageism at work also deeply impacts mental and physical wellbeing and, through intersectionality, can exacerbate other forms of discrimination.

But here's the kicker: age-inclusive and intergenerational teams are more productive. The OECD found that businesses with a 10% higher share of workers aged 50+ are 1.1% more productive. This isn't just a moral imperative; it's a business one. It's about creating a more vibrant, effective, and ultimately more successful industry for everyone.

My research: unpacking the core issues of ageism in PR

My research identified three clear, interconnected themes that contribute to ageism in PR:

• Culture: the youth obsession. Our industry often mirrors broader societal views that devalue older workers. This is amplified by a culture that prioritises youth, speed, and "trend-savviness" over invaluable experience and strategic insight. Older professionals often report being stereotyped as less creative or adaptable. One interviewee's comment resonated deeply with me: “Just because I am older, people don't expect me to have any social or, I guess, digital skills... I think digital PR has made ageism in our industry so much worse.”
   
• HR processes and structures: hidden barriers. Recruitment practices are often riddled with implicit age bias. Job adverts use coded language like "rock star" or "digital native," subtly signalling who is truly desired. Another interviewee shared a frustrating experience: "I've been told by a couple of recruiters... to somehow condense all my skills and experience... [they say] employers don't want to see all of that." Older applicants are frequently overlooked, and women over 45 are significantly less likely to be promoted. A major barrier to retaining older professionals, especially in agencies, is the lack of flexible working arrangements. As one participant observed, "Flexible working is ridiculously gendered and ageist... focused around the needs of younger people."
   
• Attitudes towards older PR professionals: the daily slings and arrows
  Pervasive negative attitudes manifest as subtle exclusion and painful stereotyping. Interviewees recounted microaggressions, jokes about their age, and even being called "grandma" or "mum" in staff meetings. "I get comments about my age on a daily basis. I've been called Grandma twice in staff meetings," one participant revealed. They felt excluded from key meetings and campaigns, perceived as "part of the furniture" rather than strategic leaders. This lack of visibility and value can also create tension between generations. Line managers play a crucial role, with some supporting older professionals and others cementing an ageist culture. One interviewee's experience was particularly telling: "My manager was 20 years younger and was absolutely useless... very threatened by me... he couldn't get his head round a consultant doing a communications manager role." 

Towards an age-inclusive PR industry: my call to action

Tackling ageism demands a multifaceted approach, requiring cultural shifts, policy reforms, and practical interventions from individuals, employers, and professional bodies. This isn't just a wish list; it's a roadmap for a better future:

• Cultural shifts: We must foster a genuine cultural shift that celebrates experience and diversifies our role models. Let's promote inclusive networks and reciprocal mentorship programmes where wisdom flows in all directions. As part of my research, I worked with the Centre for Ageing Better to develop a starting point for PR employers who want to make their workplace more age-friendly.
   
• Inclusive recruitment and training: It's time to implement inclusive recruitment practices that actively diversify the age profile of candidates. We need to provide training and development opportunities for employees at all career stages, with a particular focus on senior staff who are often overlooked.
   
• Recognition and appreciation: Let's cultivate a culture of respect and appreciation for the diverse experiences and skills of older workers.
   
• Policy reform: HR policies must be reformed to ensure transparency and fairness in recruitment and promotion processes. We need to eliminate age bias and create pathways for lateral growth and stability without stigma. Crucially, we must implement flexible working arrangements that genuinely adapt to people's changing needs throughout their working lives.
   
• Support and advocacy: Professional networks and industry bodies have a vital role to play in providing support and advocacy for older workers, including legal advice, career counselling, and resources for addressing ageism.

By implementing these recommendations, the PR industry can create a more inclusive and supportive work environment that truly values the contributions of older professionals and fosters their career development. This isn't just about fairness; it's about ensuring a sustainable, diverse, and ultimately more successful talent pool for the future of PR. Let's make this change together.
 

Jenny Manchester is head of communications at the Centre for Ageing Better. She also wrote the blog What can PR learn from the ASA report on age representation? for Influence.

Further reading

Ageism in the PR industry

Can we bridge the generation gap in PR to unlock workplace potential?

Surviving and thriving as an over-50s PR professional

Comms professionals are facing an ‘onslaught of hate’ around DEI