Changing the Narrative for the Next Generation of Diverse Accountants

Accounting is more than just crunching numbers in a cubicle. And while those of us already in the field know this is a dynamic profession capable of providing endless opportunities for growth, career advancement, and personal fulfillment, not everyone is aware of this. Let’s face it, accounting has a branding problem that has exacerbated a critical pipeline challenge.

The post-Millennial generation –now in the workforce – is the most racially diverse population in the U.S., continuing a decades-long trend in the country. Although not an issue unique to accounting, there is a significant gap between demographics in the U.S. as a whole and within the ranks of accountants. Stagnant representation in accounting for many groups, particularly for those identifying as Black or Latino, has persisted for decades. This issue did not happen in one day, and it will take a long-term, collective effort to address.

With this in mind, the Center for Audit Quality (CAQ) launched Accounting+, a campaign to help students understand the benefits and possibilities of a career in accounting. The CAQ’s vision is simple: “Our goal is to create a more inclusive and diverse accounting profession that better reflects the communities it serves,” said Liz Barentzen, Vice President of Talent Initiatives at the CAQ. “Through Accounting+, we are engaging the next generation of accountants, particularly those from underrepresented minority groups.”

Accounting+ is a first-of-its-kind, multi-year, nationwide campaign tackling the diversity challenge in accounting. Accounting+ has garnered broad support from national accounting firms, non-profit and public sector partners, and state CPA societies, including the Florida Institute of Certified Public Accountants. Built on six months of quantitative and qualitative research, the campaign is deploying dynamic, tailored resources to students on the benefits a career in accounting offers and how to enter the field by reaching them where they are – in classrooms and on social media.

The CAQ’s market research found substantial openness to accounting as a profession, with 52% of Black and 48% of Hispanic students expressing an interest in accounting as a major. The campaign is focused on translating that openness into a diverse pipeline of accountants.

Personal connections – like parents, other family members and mentors –were cited as critical for influencing career paths and providing exposure to the profession. In fact, 75% of current accounting majors personally know an accountant. But sometimes sharing your personal story isn’t enough.

“When people speak from their own experiences about why being an accountant is an excellent career choice, it has traditionally been about stability or the idea of making a lot of money or long-term earning has generated nearly