Written by Kotori Tayama-Gannon 

Gender Pay Gap progresses across employers

Australia’s gender pay gap is gradually narrowing, with the latest data from the Workplace Gender Equality Agency showing the average gap fell from 13.1% to 12.7% between 2023-24 and 2024-25. The figures are based on more than 7,000 organisations reporting across public and private sectors.

While over half of employers reduced their gap, approximately 45% saw it widen. Only one in five private companies now fall within the agency’s target range of -5% to +5% and on average, for every $1 a man earns, a woman still only earns 88.8 cents.

On the other side, public sector employers are outperforming, with a lower average gap of 7.5% and several organisations within the target range.

Reforms to the Workplace Gender Equality Act are driving greater transparency, prompting more employers to analyse pay gaps, address biases, and set reduction targets.

As Angela Priestley, Founding Editor of Women’s Agenda put it: “Transparency is the start of the process. Next come the questions. And customers, investors, and leaders should be asking as many such questions as the employees directly impacted by these pay gaps.”

New wins, reports and data from the marketing world also were hot topics in the office this week…

Advertisers set to cash in on podcasts and audio

Australia’s digital audio advertising market is set to grow, with the latest Digital Audio State of the Nation from IAB Australia showing strong advertiser intent across podcasts and streaming audio.

Around 69% of audio ad buyers plan to increase spend on original podcast content, while 56% expect to lift investment in streaming music. Video podcasts are also gaining traction, with most buyers either already using or actively researching the format. Audience attention, brand integrations and access to creators are key growth drivers.

However, measuring and standardising results remains difficult, making it harder to fit audio into overall marketing strategies and performance tracking. AI use is also emerging cautiously, mainly for optimisation and reporting, with concerns around authenticity in host-read and voice-cloned ads.

Separately, a revenue study by IAB and PwC Australia found digital audio revenue rose 8.5% year-on-year to $338.7 million in 2025, reinforcing continued momentum for the channel.

All the big wins at the 2026 AiMCO Awards 

The Australian Influencer Marketing Council hosted the 2026 AiMCO Awards in Sydney, following its inaugural industry summit that explored the growing role of creators in culture, commerce, and marketing strategy. The day involved keynotes, panels, and workshops from leaders within the sectors, providing insights into the evolving influencer/brand landscape. The awards recognised campaigns, teams, and creators delivering measurable impact, cultural relevance, and creative innovation.

Attendees heard from organisations including MECCA and Tourism Australia, while Adelle Petropoulos was named the inaugural People’s Choice winner and HELLO and Paramount Pictures won Most Influential Campaign for Mission: Impossible Night Run. Uber Australia was awarded Marketing Team of the Year, recognising excellence in strategy, execution, and audience engagement.

Managing director Patrick Whitnall said the awards underscored the industry’s growing influence, its ability to build trust and relevance, and the measurable results creators, brands, and agencies are delivering across campaigns in Australia.

Data shows Tiktok is a leading driver for brand growth

New social media benchmark data from marketing company Emplifi shows that brands are seeing their strongest audience growth on TikTok, highlighting new opportunities to connect and engage.

Based on analysis of more than 200,000 brand profiles, median brand follower growth on TikTok increased by more than 200 per cent year on year in 2025. The platform also delivered high engagement per post, reinforcing its value for brands that can create content suited to entertainment-led consumption.

Interested in exploring if TikTok is the next frontier for your business and content strategy? Contact trish@impactagency.com.au to see how we can help you tap into the growth potential.