25 July 2024
ACCOUNTING SUPERHEROES ‘MAKE EPIC THINGS HAPPEN’
Chartered Accountants ANZ (CA ANZ) has launched its new ‘Make Epic Things Happen’ advertisement, to help address the critical shortages of accountants, auditors and finance professionals.
The advertisement is playing in cinemas across Australia and New Zealand during screenings of ‘Deadpool & Wolverine’ and is supported by a 6-month digital out-of-home, social media and digital advertising campaign.
CA ANZ Chief Executive Officer, Ainslie van Onselen, said the new advertisement is part of CA ANZ’s strategy to change Gen Z’s perceptions of careers in accounting and attract more people to the profession.
“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,” Ms van Onselen said.
“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.”
Ms van Onselen said that behind the colourful campaign, that reflects four deliberately chosen passion points of environment, sports, music and gaming, is an emerging problem with potentially serious implications for the Australian and New Zealand economies and business communities.
“Student enrolments in accounting degrees at universities have almost halved since 2018, leaving a massive gap in the profession’s talent pipeline,” Ms van Onselen said.
“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.
“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 head winds also put a sharp focus on demand for accountants and auditors in critical roles."
CA ANZ conducted a survey of Australian members earlier this year on occupation shortages and found fill rates were below 67 per cent for the occupations of Taxation Accountant, External Auditor, Accountant (General), Management Accountant, Internal Auditor and Finance Manager.
Demand for accounting, audit and finance professionals is also forecast to grow at the same time as supply is shrinking.
“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,” Ms van Onselen said.
A recent report into attracting and retaining the next generation of graduates into accounting and auditing found accounting students were optimistic about career prospects and development opportunities.
But the University of Technology Sydney/Massey University research, funded by CA ANZ and CPA Australia, also found that enthusiasm diminishes as graduates enter the workforce and spend several years working in the profession.
This finding is further reinforced by a recent joint CA ANZ research – specifically into attracting and retaining audit talent – which urged employers to recognise that young audit professionals lead multi-faceted lives, value life/work balance and place a premium on workplace culture.
“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,” Ms van Onselen said.
The new advertisement aims to change perceptions of accounting among young people. According to Roy Morgan research, going to the cinemas is one of the most popular social activities for teenagers, with 4.1 million tickets purchased by 14 to 17-year-olds in the year to January 2024.
While box office data from Val Morgan shows in the three weeks to July 15 2024, weekly admissions have been upwards of 1 million which is on average a more than 30 per cent increase on the same time last year.
CA ANZ is also promoting the profession to high school students through career fairs and school visits, and partnerships with Year13, YES and Explore Careers. CA ANZ has also developed resources for educators, students and its members.
For more information and to view the advertisement visit CA ANZ’s campaign: www.MakeEpicThingsHappen.com
ENDS
Media Contact
Gillian Bowen
M +61 (0)411 485 421
E: gillian.bowen@charteredaccountantsanz.com
About Chartered Accountants Australia and New Zealand
Chartered Accountants Australia and New Zealand represents more than 139,000 financial professionals, supporting them to make a difference to the businesses, organisations and communities in which they work and live. Chartered Accountants are known as Difference Makers. The depth and breadth of their expertise helps them to see the big picture and chart the best course of action.
