Only 36% Of Marketers Optimistic About The Next Five Years: Study

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A new study has revealed media and marketing professionals are among the least optimistic when it comes to their future financial and job security, as the effects of the COVID-19 pandemic continue to be felt.

The research from the ADP Research Institute surveyed more than 32,000 workers in 17 countries to see whether the pandemic has shifted attitudes towards their current field of work.

And according to the findings, media workers are among the most pessimistic about the future of their industry, with just 36 per cent revealing they feel optimistic about the future. Only those working in the manufacturing industry recorded a lower score (30 per cent).

“Understandably, job or financial security is front of mind for many, and these concerns unfortunately reflect reality. In a year when many businesses have had to shut temporarily or permanently, or significantly alter their operations, the effects of the disruption and uncertainty on the workforce have been profound,” said ADP APAC president Peter Hadley.

Although there is some concern among media professionals, the Australian market as a whole is starting to show signs of optimism.

Two in five Australian workers surveyed were extremely or very confident that they could find another job offering the same job satisfaction (42 per cent), better pay (40 per cent) or increased flexibility (39 per cent).

“This new data from ADP tells us that Australians really felt the pressures falling out from the COVID-19 pandemic,” said Hadley.

“Although many people have been hard hit professionally, there’s a sense that what has been a dark cloud could have a silver lining in various ways when it comes to the world of work. Particularly in terms of accelerating the shift towards flexible working patterns, with two in five Australians saying they believe COVID-19 has had a positive impact here.”


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