September is full of energy and excitement, with students heading back to university and many recent graduates starting their first roles. But few realise that they might already be a step behind their peers.
Worrying new data shows that the pay gap now opens up at graduation, with men quickly out-earning women even when they have taken the same courses. From the very start of their careers, women fall behind.
The world of work is currently experiencing equal parts breathless excitement and slow-burn anxiety when it comes to the rapid pace of change.
With AI becoming central to agency workflows and structures, the influence of (often male-dominated) tech teams is only growing. This can quickly reverse the gender equality gains we have achieved over the years.
That’s why businesses need to act now to ensure they can give the graduates of today the opportunities they need to become the superstars of tomorrow.
Equality slipping
There is increasing evidence to suggest that graduate hiring is showing not only gender disparity in terms of salaries but also in gendered roles and career progression.
It’s astounding to think that in 2025, men, on average, take home 14% more than women just five years after leaving university. Male graduates also earn more than women in 29 of 35 subject groups, and men are more likely to prioritise a lucrative career and earn more than women, even with identical degrees (think tech sales versus teaching, for example).
These stats paint an increasingly complex picture of gender equality. Too often, men are still steered towards management tracks, encouraged to lead pitches and positioned at the forefront of tech integration.
And while we, in the creative industries, often pride ourselves on being more gender-balanced than other sectors, the reality is we haven’t solved this problem.
Language of change
Last year’s Creative Industries salaries census reported a 5% drop in female staff over the past two years, alongside a widening gender pay gap tracking at 11.3% on average in 2024, according to the Fawcett Society.
This is a worrying trend, but we can turn it into a call to action.
We need leaders to deliver on their gender-equality promises by reorienting ourselves around some of the "business basics" about how we hire, mentor and inspire graduates entering the ad sector.
This means looking at the entire process. From the language we use when we talk about leadership, and how we describe the roles and career pathways to potential applicants, to the characteristics we value.
The impact of AI
The spectre of different types of roles, sectors and industries is being eroded by the rise of AI. Some of the most exposed roles in this regard include those that present the most appealing short-term commercial opportunity for graduates such as software developer, technical sales and financial advisers. And now, with AI usage tilting heavily towards men, we may start to see women fall behind even more.
Yet the role of AI in agency structures is only growing, creating question marks over who will be shaping this progress.
Not only is this leading to a pay gap issue, making us seemingly further away from equality than we once were, but it’s ultimately leading to inequality at the top level once again, risking stifling innovation and creativity. According to recent research, some 93% of US firms floated in August had few or no women among their top executives.
It’s clear that so much more has to be done. And the time to tackle the pay gap is at the very start of a career.
Early action
So, how does this translate in everyday terms to what’s needed?
Perhaps the answer is less whack-a-mole to problem-solving and inconsistency when it comes to talent strategy and transparency, and more systems thinking. More progressive business practices are needed through every stage of the talent pipeline to prevent the process from being skewed towards any gender.
By acknowledging the factors that contribute to the pay gap early on, we can help fuel women’s career development and improve how we address inequalities in the system at every stage and age. Because while inequality might start at graduation, unfortunately it doesn’t stop there.
Our research found that one key driver for gender equality is to have a fair and even maternity and paternity in pay and leave time to take out any bias in hiring or promoting anyone that may have children. In fact, we’re hosting a debate in the House of Commons later this month to fight this very case – to influence and improve the laws that will help deliver gender equality in the UK.
A better future
The news about the pay gap is a timely reminder that there is still work to be done if we want our sector to continue to attract and retain the best talent and ensure no door is closed before they have even had the chance to walk through it.
It’s time to rethink how we come together, as business leaders, industry representatives, educators and government, to effectively eliminate the factors that contribute to the pay gap and make lasting and sustainable progress when it comes to gender equality in the workplace.
Are you in?
Jo Royce, marketing capabilities at Kimberly-Clark Global Growth Office, and WACL executive and head of communications.
