A quiet crisis is unfolding in PR, and it starts at 40. Women in PR’s latest industry-wide survey reveals that 78% of women in communications feel overlooked from this age. It’s a bitter reality: an industry built on experience and relationships is treating expertise like it has an expiry date.

The disparity is clear. Two fifths (40%) of respondents believe men in PR are never overlooked because of age, and when ageism does catch up with them, it’s usually much later at 60 or beyond. This isn’t just about age, it’s about gender. Women are being sidelined earlier, with profound effects on careers, confidence and job security. And for those facing multiple biases — such as ethnically or neurologically diverse women — the impact is even worse.

DE&I not acknowledging ageism

Despite diversity, equity and inclusion (DE&I) featuring in workplace discussions, age remains the forgotten barrier. Only 11% of organisations have age-related DE&I targets, meaning 89% aren’t even tracking it. While there’s been slow incremental progress in gender and racial equality, ageism remains unaddressed. That said, for women facing multiple barriers — such as those who are ethnically or neurologically diverse — the data suggests the situation is even more severe.

The latest gut punch on ageism in PR comes from CIPR and Socially Mobile, which found women make up two thirds of the PR workforce below director level. Yet at the top, the balance flips as 54% of senior roles go to men, leaving just 46% for women. That’s around 4,000 missing women, sidelined or pushed out. Without an age-inclusive approach businesses don’t just lose individuals, they lose mentorship, strategic thinking, and industry expertise.

And let’s be honest, PR already suffers from relentless burnout. Many women leave before their prime. Whether it’s down to inflexible policies, workplace neglect of menopause, or a culture that forces impossible choices between career and family; we’re losing vital talent at volume.

Why this should set off alarm bells

The numbers don’t lie. Over half (56%) of agency professionals under 40 don’t see themselves staying in agencies beyond that milestone, and 72% of women over 40 fear age-related barriers to finding a new role. Worse, ageism in PR is increasing as 59% of women reported experiencing it in 2025, up from 41% in 2021. These are real stories of wasted talent and stalled ambitions.

What message does this send to women in their 30s watching their senior counterparts struggle? If the path ahead looks like a dead end, no wonder so many opt out altogether. You can’t be what you can’t see.

Time for a rethink

Addressing ageism isn’t just about fairness — it’s about business sense. PR thrives on insight, relationships and strategic thinking, all of which deepen with experience. The industry must shed outdated notions that equate fresh ideas and innovation with youth. Women at every stage of their careers bring energy, creativity, expertise and credibility.

What can be done?

• Embed age into DE&I strategies. If your organisation is serious about inclusion, age must be part of the conversation. Is it considered in your workplace policies?
  
  

• Rethink hiring and promotion biases. Experience isn’t stagnation. Be mindful of the language used in job ads and how career gaps (such as for caregiving) are viewed.
  
  

• Champion senior female leaders. Visibility matters. Are you nominating experienced women for awards and speaking opportunities?
  
  

• Encourage intergenerational teams. Blended teams develop emerging talent while maximising experience and insight. Who is shaping your big ideas and leading the pitch?

The call to action

PR is at a crossroads. We can ignore this issue or recognise that how we treat experienced talent today shapes tomorrow’s pipeline. Women in PR is calling on industry leaders to take real action through policy, culture shifts, or simply valuing experience.

One way to start is by celebrating the women rewriting the rules. Nominations are now open for Women in PR’s 40 Over 40 Awards because experience deserves recognition, not redundancy. Know a trailblazer who’s proving talent only sharpens with age? Nominate them today.

To drive real change, Women in PR, supported by Ellwood Atfield, is also launching a practical toolkit to help businesses tackle ageism head-on.