CA ANZ calls on Gen Z to ‘make epic things happen’
The professional body launched its new “Make Epic Things Happen” campaign in cinemas last night to attract young people to the accounting profession.
CA ANZ has called for the younger generation to be inspired by a career in accounting to help address the critical shortages of accountants, auditors and finance professionals.
The advertisement played in cinemas across Australia and New Zealand last night before screenings of Deadpool and Wolverine.
A cinema advertisement was the chosen medium by CA ANZ as Roy Morgan research indicated it was an effective method for targeting young people.
CA ANZ chief executive officer Ainslie van Onselen said the organisation is focused on attracting Gen Z people to consider a future in accounting, which the advertisement aimed to achieve.
“Whether you’re interested in developing a new mobile phone app, organising live music events or changing the world with your own not-for-profit, accounting is a career that can open doors to just about any industry you’re passionate about,” she said.
Van Onselen said young people will be able to make a change in the world if they consider the potential of the accounting industry.
“You may not realise this, but behind every sporting team you support, brand you love and game you play there is a financial expert.”
“They may not be in the spotlight, but they play a vital role behind the scenes making ‘epic things happen’ for small and big businesses.”
The “colourful campaign” highlights passion points of environment, sports, music and gaming yet communicates the underlying problem of shortages in the accounting workforce.
CA ANZ believes if young people don’t consider a career within the accounting industry, this will have serious implications for Australian and New Zealand economies and business communities.
Van Onselen said student enrolments in accounting degrees at universities have almost halved since 2018, inducing concern about the “massive gap” in the profession’s talent pipeline.
“Ensuring the number of accountants, auditors and finance professionals meets increasing demand requires a strong pipeline of students, diverse pathways into the profession and government education, skills and migration policies that recognise and value the profession’s contribution,” she said.
CA ANZ said demand for accounting, audit and finance professionals is forecast to grow despite supply shrinking, based on a survey they conducted.
The survey was conducted on occupation shortages earlier this year and consisted of Australian members.
The results found fill rates were below 67 per cent for taxation accountant, external auditor, general accountant, management accountant, internal auditor and finance manager positions.
Van Onselen said it is important to gain interest in the profession so that critical roles are filled for the future.
“Our forecasts show that we will need another 31,000 new jobs in the profession over the five years to 2028 and 58,000 over 10 years to 2033,” she said.
“This will be particularly important as big developments for our profession – including the introduction of mandatory reporting on climate and a range of sustainability topics – come at a time when economic headwinds also put a sharp focus on demand for accountants and auditors in critical roles.”
Research conducted by the University of Technology Sydney/Massey University funded by CA ANZ and CPA Australia revealed accounting graduates lose “enthusiasm” once entering the workforce.
This was reinforced by further CA ANZ research focused on attracting and retaining audit talent, which urged employers to recognise that young audit professionals led well-balanced lives and interacted with a lively workplace culture.
Van Onselen said CA ANZ is hopeful the advertisement will change perceptions of accounting among young people.
“We’re committed to doing everything we can to support an inclusive, respectful and fair profession that meets the values-based career aspirations of next generation talent.”
View the CA ANZ advertisement here: https://www.charteredaccountantsanz.com/become-a-member/memberships/student-affiliates/make-epic-things-happen?cid=E~PR~AOP~LAUNCHART~202408
