Darain Faraz, co-founder, Braver/People Like Us almost fell into the ageism trap—and didn’t even realise it. Here’s what happened and how he's tackling bias in hiring, one application at a time.

Last year, we opened a coveted senior role for a client and shared it across LinkedIn and our Braver website. The flood of applications was staggering, but we’re not the type to skim through them. Each profile, each web inquiry, is given the attention it deserves. We’re not just ticking boxes; we’re actively dismantling the biases that sneak into recruitment—particularly in those crucial early stages—so we can uncover the best talent, no matter where they come from. 

Or so I thought.

As I was sifting through the mountain of applications, my 8-year-old son, who was off school and peering over my shoulder (don’t worry, he signed an NDA!). He asked what I was doing, and I explained that I was shortlisting candidates. He was curious about who I was picking and why. Just as I flicked past one profile, he pointed and asked, "What about that guy?"

The candidate was an older guy with grey hair, reminiscent of my old biology teacher. I had to think about why I had skipped his profile and realised it was because he didn't seem like the right fit at first glance. My son, in his childlike curiosity, asked "Why?" in a way that made me pause and review the profile more carefully. It turned out that he didn't have the right experience, but that wasn’t why I had initially skipped him. That realisation hit hard. I found myself clumsily justifying my actions to a child, knowing full well that I had fallen victim to the very bias we are trying to combat.

A Hidden Barrier to Progress

Ageism is an often-overlooked form of discrimination, subtly undermining the careers of many seasoned professionals. According to a 2023 survey by the Chartered Institute of Marketing (CIM), 42% of marketing professionals over 50 have encountered age-related discrimination. Additionally, the Centre for Ageing Better reports that employees aged 50 and above earn, on average, 18% less than their younger colleagues in similar roles.

Beyond pay disparities, ageism manifests in other harmful ways. Marketing Week's 2024 report reveals that older employees are frequently passed over for promotions and key projects, leading to diminished job satisfaction and a sense of professional invisibility.

A recent survey by the US-based MyPerfectResume highlights the extent of this issue. A staggering 99% of professionals over 40 believe some degree of ageism exists at their organisation. Additionally, 81% believe that age-related stereotypes are a problem, and 86% think older workers are often targets of bullying. These numbers serve as a wake-up call for organisations and leadership to take ageism seriously.

The Cult of Youth

The marketing industry’s emphasis on youth, often seen as synonymous with fresh perspectives and digital savvy, can inadvertently marginalise older professionals. There is a classic scene in Skyfall where Bond meets the new and young Q. As Q says, “Age is no guarantee of efficiency,” Bond responds, “And youth is no guarantee of innovation.” While youthful energy can bring fresh perspectives, the seasoned wisdom of experienced professionals can often hold the key to deeper insights and innovative solutions. By fostering a multi-generational workforce, businesses can tap into a vibrant mix of ideas and strategies, driving creativity and enhancing overall effectiveness. This dynamic blend not only enriches the workplace but also paves the way for more comprehensive and forward-thinking approaches.

Steps for Employers

Addressing ageism requires a concerted effort from employers. Here are key actions to foster a more inclusive environment:

  1. Promote an Inclusive Culture: Celebrate the value of age diversity within your organisation. Implement mentorship programmes that facilitate knowledge exchange between generations.
  2. Revise Hiring Practices: Ensure job advertisements are free from ageist language and biases. Utilise blind recruitment techniques to focus on candidates' skills and experience rather than their age.
  3. Conduct Pay Audits: Regularly review and adjust pay structures to eliminate age-related disparities. Transparency in compensation fosters trust and equity.
  4. Invest in Continuous Learning: Offer ongoing training and development opportunities for employees of all ages. Keeping skills current benefits both individuals and the organisation.
  5. Establish Clear Promotion Paths: Develop transparent criteria for career progression that value experience and expertise. Ensure that older employees have equal access to advancement opportunities.

Embracing age diversity goes beyond fairness—it’s a strategic advantage. Teams with a mix of ages can draw on a wider range of experiences and viewpoints, leading to more innovative and effective marketing solutions. And a workforce that mirrors the demographic diversity of the market can craft more relatable and impactful campaigns. Yup, it’s good for business too.

As we kick off 2025, tackling ageism in the UK marketing industry is not just a moral imperative but also a business necessity. By fostering a culture that values employees of all ages, companies can enhance creativity, improve employee satisfaction, and better connect with diverse audiences. Addressing ageism head-on will ensure that the industry remains dynamic, inclusive, and forward-thinking.

Reflecting on my own experience with my son, it's clear that even those of us committed to diversity and inclusion can fall prey to unconscious biases. His simple question, "Why not that guy?" serves as a poignant reminder that we must continually challenge our assumptions and strive for a truly inclusive workplace. And that means taking a beat longer to review applications for us at Braver. What does it mean for you?

Darain is a regular columnist for MAD//Insight is a seasoned Marketing & PR leader with impressive stints at MySpace (remember them?), WWF, and most recently he was International Brand Marketing Director during his successful 11-year tenure at LinkedIn.

Since then, he co-founded Braver, a talent consultancy reshaping the UK Marketing & Communications industry since 2023. Braver champions diversity as a core asset, striving to create inclusive environments where varied perspectives, such as ethnicity, socio-economic background, sexuality and neurodiversity, thrive. Braver’s mission is to recognise the value in diverse thinking and foster truly representative workforces. Darain also co-founded People Like Us in 2019, a not-for-profit supporting UK professionals of Black, Asian, Mixed Race, and minority ethnic backgrounds in media and communications. The organisation offers networking events, career support, and advocates for fair pay and inclusivity.