Is Accounting Still an Attractive Career? What Educators, Employers, and Professional Bodies Are Saying
The accountancy profession is changing—fast. Technology, sustainability reporting, data analytics, and new ways of working are transforming what accountants do and how they add value. A key question explored by recent research is whether students and future professionals are aware of—and attracted to—these changes.
A global study conducted in 2025 explored how attractive the accountancy profession is today, drawing on the views of educators, employers, career advisors, and professional accountancy organizations (PAOs). The study identified a number of challenges, alongside opportunities that stakeholders believe could help strengthen and future-proof the profession.
Why This Study Matters
Many countries are concerned about stagnant or declining interest in accounting careers. This study looks at where perceptions are formed, what is holding students back, and what could make the profession more appealing, especially to a broader and more diverse group of future accountants.
The findings suggest that perceptions of accounting are often outdated—and that these perceptions start early, long before students make career-defining choices.
Who Took Part
The study combined surveys and interviews to capture a wide range of perspectives:
953 survey responses from secondary school teachers, career advisors, university accounting faculty and employers from five geographic regions
25 interviews with representatives from professional accountancy organizations across 19 countries
This approach provided both global reach and deeper insight into how the profession is viewed across the education and employment pipeline.
What the Study Found
1. Early exposure makes a big difference
The study found that where accounting is part of the school curriculum, it is often introduced too late to influence students’ subject and career choices. Teachers and career advisors stressed the need for earlier, more engaging exposure, including:
Industry-led school visits and career talks
Real-world examples of contemporary accounting roles
Stories that highlight impact areas such as sustainability, technology, and business strategy
Participants indicated that when students see accounting as relevant and purposeful early on, interest increases.
2. Perceptions of accounting are out of sync
The findings point to a clear gap between how the profession sees itself and how it is often described to students.
Employers, PAOs, and faculty see accounting as evolving—more strategic, technology-enabled, and connected to sustainability and decision-making.
Teachers and career advisors, however, often still present accounting as boring or repetitive, heavily focused on math, at risk of automation, and a traditional “9–5” career.
According to the study, many students remain unconvinced that accounting is an exciting or future-focused choice.
3. Accounting enrolments are under pressure
University faculty reported that accounting enrolments have stagnated or declined in many regions.
Several factors were identified as contributing:
School teachers often lack accounting qualifications
University educators may have limited industry experience
Career advice tends to focus on job security and skills, rather than purpose, impact, or innovation
The study notes that emerging career options—such as roles in sustainability, data analytics, and technology—are not always visible to students.
4. Curricula are slow to catch up with the profession
Employers and PAOs highlighted growing demand for skills in:
Data analytics and technology
Artificial intelligence
Sustainability reporting and assurance
Forensic and investigative work
Yet many school and university curricula still focus heavily on traditional content. Educators noted that curriculum change can be slow, particularly where there is limited exposure to current industry practice.
As a result, participants reported that employers often need to provide additional training after hiring to bridge skills gaps.
5. Cost is not the main barrier
The cost of studying accounting varies widely by region, depending on government funding models. Stakeholders generally agreed that accounting degrees are priced similarly to other disciplines, and cost alone does not explain declining interest.
6. Diversity remains a challenge
Despite ongoing efforts, the study found that the profession continues to struggle to attract indigenous students, students from disadvantaged backgrounds, and students without a traditional commerce or business background.
Progress was described as limited, suggesting a need for more targeted outreach and alternative entry pathways.
7. Hiring expectations don’t always align with student motivations
Employers reported placing high value on technical and digital skills, academic performance, and data capabilities. However, they perceived that many job applicants are motivated more by:
Purpose and meaningful work
Opportunities to develop skills
Flexibility and work-life balance
The study also highlighted broader shifts, including fewer traditional entry-level roles, more hybrid work, and a wider range of career pathways.
8. Transferable skills matter more than ever
Across all stakeholder groups, there was strong agreement that behavioral and transferable skills are critical.
Commonly valued skills included:
Communication
Critical thinking
Problem solving
Accountability
Teamwork and adaptability
Participants consistently emphasized that these skills are increasingly seen as just as important as technical knowledge—and essential for success in a changing profession.
Implications Identified by the Study
Based on the findings, the study highlighted a need for coordinated action across education providers, employers, and professional bodies.
Opportunities identified by participants included:
Reaching students earlier with engaging and realistic insights into modern accounting careers
Refreshing curricula to embed sustainability, technology, AI, and data analytics
Supporting educators and career advisors with up-to-date professional development
Strengthening partnerships between universities, employers, and PAOs
Expanding access and diversity through scholarships, apprenticeships, and alternative pathways
The study suggests that when students are exposed to the strategic, technological, and socially relevant sides of accounting, interest tends to increase.
