All In – Five key lookouts for 2025

For the third time since its inception in 2021, the UK advertising and marketing industry united under the All In banner to complete what is the UK’s largest industry-specific survey.

The final numbers are still being calculated but it’s safe to say that once again thousands of our colleagues have spoken – about who they are, what they do, and how they feel about where they work. I thank each and every person who filled it out, as well as the hundreds of businesses that so ferociously supported and distributed the survey.

All In started with a conversation about how the advertising we create could better represent the society we serve. Part of the answer seemed obvious; by ensuring that the people making, buying and selling it, are as diverse as possible, our work would be more authentic and relatable.

Working in advertising has long been associated with the most privileged in our society. But was that still the case in 2021, and is it still the case in 2025?

In order to find out, the Advertising Association, the IPA and ISBA joined forces to collectively reach everyone working in advertising and marketing – from those who make it, to those who sell it and buy it, and everyone in between.

The scope has developed considerably since that first conversation, but its two founding objectives have remained the same:

• to improve representation and inclusion in the UK advertising and marketing industry
• to create a workplace where EVERYONE feels they belong.

And this second point is critical. All In is for EVERYONE. It’s the reason why All In is just as relevant to someone like me – a straight, white man, approaching middle age – as anyone else. It is the measure of how we all think and feel about where we work regardless of who we are or where we come from.

The data it provides is both rich and unique, it enables the industry to take action where it is most needed. This year will be no different. Your responses will highlight where action has been successful, where more work is needed, and what new issues are arising. The findings are almost endless. Nevertheless, here are my top five lookouts for All In 2025:

1. Will working class people still be the most underrepresented group in the industry?

Just 20% of All In respondents were from a working class background in 2023, compared to 40% of the UK population. A greater difference than for any other personal characteristic. I hope that the many industry initiatives, particularly All In’s Action 3, to adopt the Early Careers Social Mobility toolkit, are starting to take effect.

2. Will discrimination continue to decrease?

2023 recorded significant drops in the number of people experiencing discrimination in their current company. However, it was still way too common – 14% of Black respondents, 11% of Asian, and 9% of women experienced discrimination. However, the most discriminated group was Asian Muslim women – 20% of whom experienced discrimination based on their ethnicity. Hopefully, these figures continue to fall in 2025.

3. Is working in the office the new working from home?

Back in 2023, on average, people were spending 2.2 days in the office compared to 2.6 days at home. Where is the industry now spending its time and how do people feel about it?

4. How is the industry feeling?

In 2023, a third of respondents were affected by stress or anxiety. For 14%, their stress/anxiety was primarily work-related. As war rages in Ukraine, the Trump/Musk circus rumbles on, and prices continue to rise, I fear stress levels may do the same this year.

5. What’s new?

There will also be plenty of new data to sink our teeth into this time round. I’m particularly looking forward to seeing the industry’s NET promoter score, whether people trust advertising, and the role that AI is playing in people’s day to day.

So, just a handful of things, amongst many, to look out for when the All In results are revealed on the 8^th May 2025. Once again, your responses will directly shape the simple calls to action that form the All In Action Plan, that help to build an industry where everyone feels they belong.