New CIPR Report Uncovers Deep-Rooted Ageism in PR Industry

Titled "An Age-Old Problem: What Can We Do to Tackle Ageism in PR?", the research was led by Jenny Manchester, MCIPR and funded by the CIPR Research Fund. The findings paint a troubling picture: older practitioners are routinely excluded from opportunities, stereotyped as less creative or digitally capable, and subjected to biased recruitment and workplace practices.

The report also highlights the compounded impact of age and gender discrimination, with older women in PR facing significant barriers to leadership and career progression. Many participants of the research described feeling unwelcome in an industry they had long contributed to, citing a culture that often equates innovation and dynamism with youth.

CIPR President Advita Patel FCIPR (who spoke at the PRII Internal Communications Conference in July 2025) called the findings a “wake-up call” for the profession. “Ageism is costing us experienced talent, valuable perspectives, and vital institutional knowledge,” she said. “This report offers practical steps to reverse that trend and build a more inclusive future.”

To support change, the report includes a practical checklist—developed in partnership with the Centre for Ageing Better, a UK-based charity —for employers, line managers, and individuals. Recommendations include reforming HR policies, promoting flexible working, and fostering intergenerational collaboration. 

This research suggests that the UK workforce ages and careers extend into later life, the PR industry must adapt, and their call to action is to challenge outdated assumptions, embrace age diversity, and ensure that experience is valued—not sidelined. 

Click here to read the full report.