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Census

Benchmark Your Worth

We
believe
in
the
transformative
power
of
data
to
shift
perspectives,
shape
careers,
and
drive
smarter
decision-making.
Our annual Creative Industries Census report is the industry’s most comprehensive source of insight into salaries, day rates, demand, sentiment, and progress. Based on real, up-to-date data, it’s a go-to resource for 150,000+ employers and professionals navigating market shifts.
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The 2026 Census is NOW available for download

Drawing on 393,690+ data points, the report delivers insight into how the Creative Industries are responding to real-time challenges, emerging opportunities, and technological advancements. 
Download now
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4,024
professionals completed the survey
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266
brands and agencies had their say
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393,690
data points collected and analysed
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£439m
in salaries and day rate captures

Salaries & Day Rates

Pay growth in the Creative Industries has hit its lowest point since the pre-Covid era. For businesses looking to attract top talent, investing in career progression, development, manageable workloads and working culture matters more than ever. 

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1.7%
permanent salary growth in 2026
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1.2%
day rate growth in 2026
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Only
2.4%
of permanent employees feel they are paid what they're worth
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60%
of businesses struggle to manage salary expectations
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The Great Unrest 

Redundancies, flat pay and limited progression have created a workforce that is present but not necessarily committed. People are restless from being asked to do more with less, and the result is a workforce looking for any opportunity to take control again - even if it remains risky in the current market. 

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55%
of professions are likely to leave their current role in the next 6 months
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59%
of professionals felt burnt out in the past year
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Only
31%
feel adequately supported by their employer
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The Skills Disconnect

Despite a clear need for an upskilled workforce and talent being eager to progress,  there’s little being done to prepare teams to perform with the new tools and systems being deployed. 

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40%
of permanent workers and 57% of freelancers received no training in 2025
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AI and technical proficiency is the
#1
skill ranked for the future of work
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69%
of businesses expect their workforce will need to upgrade skills to keep pace with new tech
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The AI Productivity Paradox

Businesses have moved fast on AI, but the speed of implementation has outpaced the depth of preparation. Despite improving sentiment among the workforce and a shift in how creative work is produced, the lack of investment in upskilling means that tangible productivity gains are yet to materialise.

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78%
use AI at least weekly
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Only
5%
of employees’ workloads have been significantly reduced by AI
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Less than
20%
of employees received any technical skills training last year
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The Talent Gap

Budget pressures, AI automation and global outsourcing are hindering junior talent from entering the industry - and the pipeline that has long fed senior expertise is thinning as a result. As viable entry points reduce, there’s a structural gap forming. Not enough new talent is coming through to replace the senior talent moving on.

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41%
of businesses prioritised business-critical hiring only last year
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4 in 10
businesses are outsourcing to lower-cost global workforces
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65%
of professionals report no defined or little progression framework
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DE&I Stall

Progress on diversity, equity and inclusion has stalled - and in some areas, gone into reverse. As DEI budgets are scaled back and support structures dissolved, the gains made in building inclusive workplaces are increasingly at risk. We will continue to shine a light on where the industry stands, and through our partnerships and data, we offer practical support for those working to close the gap.

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82%
of businesses have no specific DEI budget
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Black, Asian and Minority representation fell to
14.5%
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The gender pay gap is at
12.2%
for permanent roles and
and
8.6%
for freelancers
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