Turning passions into careers

AUCKLAND, Today: The new Make Epic Things Happen platform aims to inspire young people to consider a career in accounting, showing how it can transform passions into a career.

The accounting profession faces a challenge. Gen Z doesn’t find it “cool,” leading to a significant decline in interest. University enrolments in accounting have nearly halved since 2018.

Despite accountants’ critical role in the economy, these outdated perceptions are a barrier. Predictions indicate a need for 58,000 new accounting jobs in the next decade to meet demand.

Chartered Accountants ANZ, supporting over 139,000 financial professionals in Australia and New Zealand, is working to change this narrative. They partnered with Connecting Plots for a new strategic approach.

“This is a marathon, not a sprint.” – Chelsea Wymer

“This is a marathon, not a sprint,” says Chartered Accountants ANZ Chief Marketing Officer, Chelsea Wymer. “From launching partnerships with Year13, YES, and Explore Careers to establishing this new platform, we are still in the early stages of a much longer journey.”

Connecting Plots found that while students don’t think much about future professions, they are passionate about their interests. The challenge was showing how accounting could align with these passions.

Behind every superstar athlete, beloved brand, and binge-worthy show, there’s a financial expert. The Make Epic Things Happen platform highlights these unsung heroes, featuring accountants in an epic movie trailer.

“From out in the field to festivals, from global conservation to gaming, the new campaign provides context for the real work of accountants that our audience can understand, relate to and aspire to become,” says Connecting Plots Creative Partner, Matt Geersen.

The campaign launched in cinemas in July 2024, premiering before Deadpool & Wolverine, which grossed $ 438.3 million globally. It will also feature at career events, online videos, YouTube, Meta, Instagram, TikTok, OOH, and targeted display media.