The 2025 All In Census is now open – make sure you take part

Every UK advertising and marketing professional invited to complete the 15 minute survey

London, March 12, 2025: The UK advertising industry is running its third All In Census today, the biggest industry-wide workforce survey of its kind. Every individual working in the UK advertising and marketing services is encouraged to make their voice heard by taking 15 minutes to complete the survey. All responses are anonymous, and the aggregated data will help shape the industry’s talent action plan. You can access it here.

The All In Census – led by the Advertising Association, the IPA, ISBA and Kantar – is running for the third time. Data collected in 2021 and 2023 has helped inform the All In Action Plan, a series of eight actions aimed at building a workplace where everyone feels they belong, and boosting the recruitment and retention of the best talent. Currently, over 140 organisations across the industry have adopted the actions to become All In Champions.

This year’s All In Census will help track progress and includes new questions about hybrid working, caring responsibilities and the impact of AI. The survey has broad industry support with advertisers, agencies, media owners, tech companies and sector trade bodies all committed to inviting staff to participate. Leaders of companies have issued calendar invites for everyone to take 15 minutes to complete the confidential census-style survey.

Sharon Lloyd Barnes, Commercial Director and Talent & Inclusion Lead, Advertising Association, said: “We want as many as people as possible to take part in the All In Census today. Every voice, every piece of information, every data-point, is invaluable as we work together to tackle challenges some people face, and support everyone to be the very best they can be in our industry. Much of the progress made so far is thanks to the 19,000 people who took part in 2023. The same applies today – make sure your voice is heard!”

As an added benefit for taking part, AA, IPA and ISBA member companies will receive access to their own All In dataset against the industry benchmark in a bespoke report, providing their business has enough respondents.

Further information about All In can be found here.