Some 36% view marketing as a safer option compared to other career choices in the face of financial uncertainty. According to those surveyed, other reasons to take up a career in marketing include working in a creative job ( 28%) and having a role that provides transferable skills            ( 25%). 

Of those 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%).

Looking at those parents who would encourage their children to choose a career in marketing, 37% agreed that it is a well-paid role, with good career progression also ranked highly ( 31%).

One fifth ( 20%) of those parents who are open to their child entering marketing said it was because the industry seems future-proof and resilient.

Despite young people’s interest in the sector, however, three in ten ( 30%) parents would not recommend that their child choose marketing as a job.

A quarter of parents ( 25%) believed the industry has a reputation for being stressful, while a fifth ( 20%) believe it also has a reputation for poor mental wellbeing among its workers. Some 19% feel it does not offer a good work-life balance.

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.

Maggie Jones, director of qualifications and partnerships at CIM, commented on the findings: “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 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. We hear parents’ concerns loud and clear that it can be a career that is stressful; as an industry we must address these worries to ensure any young person starting their working life in marketing is supported.”