Stat: England’s parents struggle to give career advice

In an age when the job market is rapidly changing, many of England’s parents are feeling stuck when offering careers advice to their Generations Z or Alpha children. According to a study by Talking Futures, a majority (75%) of parents said they feel that giving relevant career advice to their children is almost impossible.

With many young people opting for jobs in the ever-evolving digital landscape, parents are also feeling confused about what particular careers entail. The research finds that more than two-thirds of parents of 11–18-year-olds in England are lost in a ‘job fog’, feeling overwhelmed as their children express interest in careers they know nothing about.

Given this mindset, there is an opportunity for brands and organisations to help parents to feel more informed and empowered to talk to their children about career options. As we predict in our education scenario, the coming decade will require a rethink of knowledge exchanges and how learning can prepare people for future careers.