The marketing industry in the UK is undergoing significant changes, particularly in its approach to staff wellbeing and adapting to economic challenges. This shift is evident in the latest research from the Chartered Institute of Marketing (CIM), which sheds light on the current state of the sector and its future trajectory.

A central finding of the CIM research is the increasing concern among marketing professionals about ‘burnout’, particularly among younger workers. Approximately half of UK marketers are apprehensive about burning out, with this concern more pronounced in younger professionals. The study, which surveyed 500 UK in-house and agency marketing professionals, reveals that 57% of 25-34 year olds are worried about experiencing burnout, as opposed to only 38% of those over 55. This data suggests a higher level of stress in entry and mid-level roles, an issue requiring attention from management.

The marketing sector also faces concerns regarding the economy and its impact on brand spending. A significant 59% of professionals express worry about brands reducing their marketing budgets due to financial pressures. This apprehension extends to the growth of the UK marketing industry, with half of the respondents fearful of lagging behind international competitors.

The emergence of artificial intelligence (AI) in the marketing field has raised another set of concerns. While a majority feel capable of adapting to these new technologies, there is unease about AI’s rapid integration and its potential to overshadow human roles, with 52% expressing this concern.

Addressing Mental Health and Remote Working Challenges

In light of these challenges, there’s a noticeable shift towards prioritising mental health in the workplace. Three quarters of the marketers surveyed believe their employers are now more serious about mental health than before the pandemic. More than half report positive impacts on their wellbeing due to their company’s mental health initiatives.

The study also touches on the effects of hybrid and remote working patterns. While these modes of work offer flexibility, 39% of respondents feel that they have adversely affected team creativity. However, most marketers acknowledge the benefits of face-to-face interactions, with 70% stating it boosts their output and 71% agreeing it positively impacts their mental health.

Industry Leaders Speak on Wellbeing and Retention

Mark Scott, Director of Marketing and Communications at CIM, emphasises the importance of focusing on individual wellbeing and the positive business outcomes it drives. He notes the changing life priorities post-pandemic and stresses the need for marketing leaders to prioritise team wellbeing to retain talent. With the cost of living crisis and inflation, Scott highlights the challenges ahead for both individuals and businesses.

Scott also points to the role of marketing in driving diversity and inclusion. He finds it encouraging that progress has been made on equality, diversity, and inclusion (ED&I) initiatives and asserts the need for defining clear goals in this area for marketing leaders.

The research is part of CIM’s ‘Impact of Marketing’ series, which explores the roles and careers of marketers in a post-pandemic world. For professionals looking to enhance their skills, CIM offers various online resources, including webinars, podcasts, training materials, and courses, available on their website.

This comprehensive study by the CIM not only highlights the current concerns and changes within the UK marketing sector but also underscores the industry’s commitment to adapting and evolving in the face of these challenges.

For marketers looking to upskill, CIM offers a range of online services including webinars, podcasts, training materials and online courses:


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