Our industry has a big age problem

Age is just a number. Or is it? Simon Derungs of The Maverick Group argues that marketing has an age problem it isn’t addressing. What does this mean for brands?
As Mark Twain said: “Age is an issue of mind over matter. If you don’t mind, it doesn’t matter.” The trouble is that our industry does seem to mind – a lot. The IPA estimates that just 5.9% of people working in UK agencies are aged 50+. The average age is 33, and it has remained like this fo