Slide deck for Clare Kemsley's presentation from CIM's event at Henley Business School on 18th October 2023.

1. OVERCOMING THE
CHALLENGES IN
MARKETING TODAY
RESEARCH & INSIGHT
Clare Kemsley, UK&I MD, Marketing
CIM & Henley Business School
18th October 2023

2. What Workers
Want 2023
Marketing key findings
• Working with AI
• What do Older Workers Want?

3. WHAT’S INCLUDED IN THE WORKING WITH AI REPORT?
• How AI is viewed in the workplace
• How AI is predicted to impact the workplace
• Top professions employers expect to be impacted by AI
• Using AI tools in the workplace
• AI skills shortages and upskilling in AI
• How to successfully adopt AI in the workplace

4. AI IN THE WORKPLACE – IN-DEPTH FINDINGS
AI in the workplace is
positively viewed, but not
fully trusted
Employers and employees
are not sure of the impact of
AI on tasks
Top professions expected to
be impacted by AI
Employers are facing AI skill
shortages
Top soft skills employers
think professionals should
have to complement the use
of AI
Most organisations are not
yet using AI tools
Employees feel ill-equipped
to use AI tools
Top ways employees want
their employer to help them
upskill in AI tools and
technologies
Top areas employees think
organisations should focus
on to ensure AI is
successfully adopted

5. Working with AI
How do marketers view AI?
5
Embrace, 58%
Fear, 10%
Not sure, 32%
Should we fear or embrace AI in the workplace?

6. Working with AI
Who’s using AI tools?
6
of marketing employees
say their organisations are
currently using AI tools
22%
of marketing employers
expect to allow staff to use
AI tools in the future
89%
of marketers say they
have used an AI tool in
their current role
37%

7. Working with AI - How is AI expected to impact marketers?
How do marketers expect AI tools to impact their job?
7
43%
17% 17%
23%
Positively Negatively No impact Unsure

8. Working with AI
How can marketers be supported in using AI?
8
of marketing employers
do not have access to
the right AI skills
60% of marketers say their
employer isn’t helping
them prepare for using
AI at work
57%
Soft skills gaps:
65%
Ability to adopt
change
56%
Ability to learn
51%
Critical
thinking skills

9. What do Older Workers Want?
Top important flexible working opportunities to over 50’s
47%
Hybrid working
47%
Home or remote working
Whilst 65% of over 50’s asked
said they value flexible working
opportunities, just over half of
marketing employers (52%)
admitted offering older workers
this perk.
52%
Agile working
hours/flexitime
51%
Four-day working week

10. What do Older Workers Want?
Most important factors to over 50’s when considering a new role
Private sector employers
are more likely than those in
public services to offer
health and life insurance to
over 50’s, whereas public
services organisations are
more likely to offer
retirement planning
services compared to the
private sector.
24%
26%
28%
30%
65%
Training opportunities
Retirement planning
Flexible leave policies
Health insurance
Flexible working opportunities

11. HOW WELL DO EMPLOYERS KNOW THEIR OLDER WORKFORCE?
Is your organisation actively hiring workers over the age of 50?
33%
25%
42%
24%
21%
55%
Not sure
No
Yes
UK employers Marketing employers

12. HOW WELL DO EMPLOYERS KNOW THEIR OLDER WORKFORCE?
What do older workers think are most important to attract and
retain workers over 50?
20%
Flexible working hours
11%
Interesting projects
41%
Attractive salary and
benefits
22%
Flexible hybrid working
6%
Training opportunities

13. HOW WELL DO EMPLOYERS KNOW THEIR OLDER WORKFORCE?
What do marketing employers think are most important to attract
and retain workers over 50?
21%
Flexible working hours
17%
Interesting projects
28%
Attractive salary and
benefits
30%
Flexible hybrid working
3%
Training opportunities

14. HOW WELL DO EMPLOYERS KNOW THEIR OLDER WORKFORCE?
Has your organisation discussed your retirement plans with you?
69%
of employers haven’t
discussed retirement plans
with their over 50 employees
30%
of employees plan to retire
within the next five years

15. PURPOSE AND
SUSTAINABILITY

16. DIVERSITY, PURPOSE AND
SUSTAINABILITY MATTER
Factors that employees consider important when assessing a new role:
16
say an organisation’s
commitment to
sustainability
81%
say an organisation’s
ability to show a diverse
and inclusive culture
80%
say an organisation’s
purpose
90%

17. SUSTAINABILITY MATTERS
17
Would be most interested
in reducing the
environmental impacts of
activities
64%
Would be interested in
enhancing an
organisations social impact
and value
59%
Would consider reskilling
into the sustainability
sector
55%
Are drawn to helping
organisations respond to
the Net Zero agenda
55%
Would be interested in
working in Green
industries
52%

18. DIVERSITY, EQUITY & INCLUSION
REPORT 2023
18
1. Limits to career progression felt acutely
amongst certain demographics
2. Equal opportunities remain elusive for many
3. Talk is not always translating into action:

19. MANY STILL FEEL THEY HAVE TO HIDE ASPECTS OF THEIR
IDENTITY AT WORK
19
Say they have felt the
need to hide an aspect of
who they are for fear of
judgement by others
37%
For marketing
professionals, this figure
was considerably higher
50%

20. SIGNIFICANT NUMBER SAY ACTION TO DRIVE CHANGE ISN’T
HAPPENING
20
Say they thought their
organisation was proactively
taking action to recruit under-
represented talent
52%
For marketing managers,
this figure was considerably
higher
61%

21. OLDER MANAGERS MORE LIKELY TO FEEL UNSAFE MAKING
HONEST MISTAKES
21
Of people managers feel they
have space in their
organisation to make honest
mistakes
59%
For marketing managers,
this figure was considerably
lower
53%

22. 22