In a wider industry ecosystem in which marketing leaders are often accused of constantly chasing the next big thing, the power of longevity is often overlooked. 

Empowering marketers to play the long game is something that Ade Onildue, Founder and Chief Executive of the Global Women in Marketing Awards, has dedicated much of her career to. 2025 marks 21 years since the creation of the first Women in Marketing event created in homage to International Women’s Day (IWD), at the time, it was part of the Chartered Institute of Marketing.

Women in Marketing is now a standalone Community Interest Company dedicated to championing both the craft of marketing and the leaders behind it. It is apt that the theme for the 2025 Awards is the Year of Age. While the industry continues to debate the long and the short of brand building, the same scrutiny is not being applied to the longevity of careers. The sharp edges of gendered ageism means that for women in marketing, ageism is particularly acute.

Onilude’s own career underlines the resilience and resourcefulness that comes hand in hand with achieving longevity in your career. Particularly as a female founder in the marketing industry.

“You have to go through life to get to the renaissance era of your career. We have to let women get to that chapter,” she explains.

Her decision to focus on age as the theme for the 2025 awards is a reflection of the importance of playing the long game. She explains: “Longevity is important because we all live in the world together. With Women in Marketing we have always supported all facets of life and the many layers of women’s experience.”

Twenty one years on from WiM’s first International Women’s Day, Onliude believes there is still more to do when it comes to recognising the importance of intersectionality in the equality movement.

“Our approach needs to be cross-sectional and cross-stakeholder,” she explains.”Age is a huge issue, but we also need to think of how we create systems of support for women at all stages in the journey, whether they are childfree or mothers.”

Longevity in the age of uncertainty

Recognising the importance of longevity is challenging in a wider economic climate in which persistent uncertainty has become the norm.

The global economic outlook appears to be shaped by a combination of cautious optimism and persistent uncertainties.

According to the World Economic Forum’s September 2024 Chief Economists Outlook, while there are signs of improving global conditions, vulnerabilities persist. Most surveyed chief economists (54%) expect economic conditions to hold steady in the short term. However, among those anticipating change, more expect conditions to worsen rather than strengthen.

“You can't ignore what is happening on an economic level because it impacts everyone,” explains Onilude. 

She points to the fact that the tenure of a Chief Marketing Officer is getting shorter, which in turn is creating greater disruption. 

Marketing is in a huge crisis. The industry, its identity, and its relevance is facing wide-spread disruption. The tenure of a CMO is getting shorter in tandem with a polarising media climate is a perfect storm for marketing leaders.

“In the current climate collaboration and shared learning have never been more important,” says Onilude. A belief that lives and breathes in Women in Marketing’s commitment to championing women throughout the cycle of their lives and careers.

The power of intergenerational learnings

At a time when barely a week goes by without a headline stereotyping Gen Z workers, the reality of three generations in the workplace is a very real challenge for marketing leaders. Onilude believes the key to progress is looking beyond stereotypes. 

She explains: “The key is understanding the cycles of individual experience rather than focusing on perceived clashes between different generations.”

Urging marketing leaders to consider the impact of age in the workplace, she says that designing workplaces with those different stages in mind is key. For Onilude Women in Marketing’s approach has been rooted in celebrating a diversity of those milestones in the workplace. For example, the One to Watch Award celebrates women at the start of their journey, while the Outstanding Contribution to Marketing Award, created in homage to Sherilyn Shackell, Founder and Global CEO of the Marketing Academy, celebrates the impact of women over time.

Choosing courage

That legacy of contribution is evident in the continued and enduring energy Onilude has poured into the industry, even amidst a challenging environment. The UK is not immune from global geopolitics. 

Yet, while we are forced to adapt to a chaotic landscape, we have a choice in how we respond. “Your courage is in your control,” says Onilude. 

Urging marketers to look up and outwards for inspiration, she believes now is the time to stand for what you believe in. A focus on action follows her call last year to not endlessly place your plans for change on pause. 

With this ethos in mind she urges leaders to not put off learning and development and to make the time to look ahead. She explains: “It’s important for leaders and senior decision makers to embrace lifelong learning not just future proofing,but current proofing.”

With this goal in mind Onilude has two specific recommendations. She explains: “I would highly recommend reading The Future of Jobs Report 2025, from the World Economic Forum and look at the learnings from UN Women 2025: The 69^thannual session of the UN Commission on the status of women.” 

Onilude is passionate when it comes to addressing burnout across the industry and is quick to emphasise the importance of boundaries and time to decompress as essential to playing the long game.

“It is not selfish to make time for yourself,” she explains, underlining the truth that rest can all too often feel like a radical act. 

Impactful careers and compelling brands are ultimately built on momentum, but making rest and recuperation a priority is vital to going further not faster.

Onilude is clear that shared responsibility for maintaining momentum is vital. “My concern is that the onus should not be on women to champion this change; we are all in together,” she adds.

A truth which underlines that small acts of courage are contagious.