Three in five young people considering a career in marketing amidst mounting economic uncertainty

•  Three fifths (60%) of young people consider marketing a career choice, with good salary and career progression the top incentives to enter the industry
• 36% view marketing as a safer option compared to other career choices in the face of financial uncertainty
• Despite young people’s eagerness, three in ten parents wouldn’t want their child working in marketing, with the industry’s reputation for wellbeing and stress levels the top reasons why

Embargoed 18^th AUGUST 2022: New research from the Chartered Institute of Marketing (CIM) reveals that three fifths (60%) of young people (aged 16-21) consider marketing a career choice. The research comes as A-Level results day and the clearing process across the UK puts a focus on the age group’s careers.

The survey, which looks at the views of 500 young people (16-21) and over 500 parents in the UK, shows that despite the younger generation’s eagerness, parents’ negative attitudes towards the profession may act as a barrier to them entering the marketing industry.

The future generation of marketers

According to young people, the profession being well paid tops the lists of reasons why they would enter the industry (37%), with good career progression coming in second (33%). Working in a creative job is in third place (28%) whilst having a role that provides transferable skills comes in fourth (25%).

For the parents who would encourage their children to choose a career in marketing, 37% also agree that they think it is a well paid role, with good career progression also ranked highly (31%).

Interestingly, for the young people who said they would not consider a career in marketing (27%), the top reason is because they do not think they would succeed in the industry (26%), highlighting a fear of failure or potential lack of confidence.

Maggie Jones, Director of Qualifications and Partnerships at CIM says: “It’s really encouraging to see so many young people consider marketing as a future career. Marketing is a role that provides such a diverse set of skills and opportunities, so it’s great to see that recognised amongst the younger generations. If we’re able to attract, support, develop and retain this young talent, it puts the industry in a strong and exciting position for the future.”

Parental concerns

Despite young people’s interest in the sector, parents’ worries over their child’s wellbeing if they were to enter the industry could be holding them back from choosing marketing as a career path - in fact, three in ten (30%) parents would not recommend their child choose it as a job.

A quarter of parents (25%) believe the industry has a reputation of being a stressful job, whilst a fifth (20%) believe it also has a reputation for poor mental wellbeing amongst its workers. What’s more, 19% feel it does not offer a good work life balance, highlighting the need for the industry to address parental concerns if it’s to recruit and retain young talent.

A resilient industry

However, regardless of concerns around the industry’s reputation, both parents and young people view it as a stable choice in the face of rising costs and economic uncertainty.

One fifth (20%) of the parents who are open to their child entering marketing say it is because the industry seems future-proof and resilient. 36% of young people view marketing as a safer choice compared to other career choices in terms of being financially stable - as opposed to just 16% who feel it is less safe.

Routes to entering marketing

An additional online poll on LinkedIn by CIM of over 3,000 people found that three fifths (62%) do not feel that going to university is important to get into marketing. It reinforces the research findings that half of young people (50%) would consider doing a marketing apprenticeship to enter the sector, highlighting the opportunities available for students who will not be attending university.

Jones continues: “Today’s research has shown that the marketing industry provides a career choice with many benefits for young people - from being financially resilient and future-proof, to offering a route into a role that doesn’t require a considerable investment like university. We hear parents’ concerns loud and clear that it can be a career that is stressful - now as an industry we must address these worries to ensure any young person starting their working life in marketing is supported.”

• To find out more about how to get a career in marketing, click here
• To find out more about alternative routes into marketing such as marketing apprenticeships and how CIM can support you click hereor to speak to one of CIM’s Accredited Study Centres, click here

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Notes to editors

About the research methodology

The research was undertaken by Opinium on behalf of CIM:

• Young adults aged 16-21 survey sample size was 500. Fieldwork was undertaken between 9th - 11th August 2022. The survey was carried out online.
• General Population survey sample was 2,000 UK adults aged 18+, with 584 parents of children under 18. Fieldwork was undertaken 9th - 11th August. The survey was carried out online. The figures have been nationally weighted.

The additional online survey was undertaken by CIM on 25 and 28 July 2022 via the CIM LinkedIn channel. Respondents include CIM members and those that follow CIM on LinkedIn.

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

About CIM:

For over 100 years, CIM has supported the marketing sector. With over 20,000 members in more than 100 countries, CIM strives for business leaders and opinion formers to recognise the positive contribution professional marketing can bring to their organisations, the economy and wider society. We support, develop and represent marketers, organisations and the profession all over the world. Our ability to award Chartered Marketer status recognises a marketer’s commitment to staying current and abiding by a professional Code of Conduct. While our diverse range of training courses and world-renowned qualifications enable modern marketers to thrive in their roles and deliver long-term success for businesses. Find out more about CIM by visiting www.cim.co.uk