PRESS RELEASE

Learning disruptions hit hard for North West and Yorkshire & Humber youth

• A greater percentage (19%) of Gen-Z (16–24-year-olds) in the North West and Yorkshire & Humber believe they have missed out on training opportunities due to Covid-19 than in any other region
• The percentage of young people from Yorkshire & Humber who reported feeling very strongly that they have missed out is double that of the South West (19% vs 8%)
• A higher proportion of Gen-Z from the North West and Yorkshire & Humber feel less confident in their abilities (29%) than in London, the South East and South West (26%, 27% and 25% respectively)
• More than half (69% and 63%) of Gen-Z from the North West and Yorkshire & Humber consider marketing a top career choice

New research from the Chartered Institute of Marketing (CIM) reveals (71%) Gen-Z (aged 16-24 year olds) in the UK believe they have missed out on development opportunities due to learning disruptions caused by the pandemic. The survey of 1,000 16–24-year-olds shows that the majority of young people from the North West and Yorkshire & Humber feel that they have missed out on vital education (79% and 71% respectively).  

A greater proportion of those surveyed from the North West and Yorkshire & Humber (19%) feel very strongly that their workplace education has suffered than in any other region. This is more than double the percentage of those surveyed in the South West (8%).

Additionally, more of those surveyed from the North West and Yorkshire & Humber feel less confident in their abilities (29%) than in London, the South East and South West (26%, 27% and 25% respectively). Findings like these suggest that the age group - who have experienced huge university disruptions - are anxious about having the necessary credentials and experience to put them ahead of their peers when entering the job market.

Despite many funding their own training, the research shows that the majority of Gen-Z (72%) would expect their employers to invest in training opportunities to compensate for the loss of skills during Covid, recognising that marketing has a responsible side, highlighting the need for employers to reassess their training programmes.

Chris Daly, chief executive of the Chartered Institute of Marketing commented: "It’s great that a career in marketing is popular amongst Gen-Z, but our research shows that competition for entry level roles is tougher than ever, coupled with Covid-enforced delays and redundancies, it really is an employers’ market. Sadly, many students feel it necessary to differentiate themselves by gaining additional qualifications alongside a degree to help them secure their dream job. Increasingly we are seeing more students undertake additional training and unpaid internships to help them stand out from the crowd and secure an entry level role.”

Encouragingly, nearly half (46%) of all 16-24 year olds have considered marketing as a top career choice, with that figure rising for the North West and Yorkshire & Humber regions (69% and 63%).

On the other hand, the findings reveal an emerging confidence gap amongst young people coming out of education. Over a third (36%) of students say they feel less confident in their existing skills and abilities than they did before the pandemic. Training opportunities play a vital role in not only building competence, but also confidence, an important skill within work and beyond.

The pandemic has however had at least one silver lining when it comes to reassessing priorities. According to the study, over a third (37%) of Gen-Z say the pandemic has encouraged them to think more carefully about the quality of life they will be able to lead if they continue in their current profession or the one they plan to enter.

Daly continues: “It’s encouraging to see so many local students using their initiative and taking on training courses to upskill, but more must be done to support this generation who are entering the new world of work during a difficult and turbulent time. Their expectations on employers are clear – local businesses must take this as a warning to support emerging talent, or risk losing them all together.”

-ENDS-

Notes to editors
About the research methodology
All figures are from Opinium. Total sample size was 1,000 UK adults aged 16-24 years old. Fieldwork was undertaken between 28th July - 3rd August 2021. The survey was carried out online. The figures have been nationally weighted.

For media enquiries
For further media information please contact the Chartered Institute of Marketing press office at Good Relations on CIMTeam@goodrelations.co.uk

For CIM enquiries
James Delves
CIM Head of PR and External Engagement
james.delves@cim.co.uk

Corinne Lavictoire
CIM PR Executive
corinne.lavictoire@cim.co.uk