Consumers Attitudes 2012

Radical revolutionaries: youth attitudes

By Laura-Jane Preston, WGSN, 01 September 2011

WGSN looks at the rise of radical revolutionaries, part of the UK’s so-called lost generation, and contemplates what brands can do to engage these politically and environmentally conscious digital natives.

Education: life skills vs. university

One of the most important decisions for young people right now is education, and in the UK people are rethinking their options amid real concerns over growing debt, which is estimated to total £53,000 per student for those starting higher education in 2012.

Amid the UK’s current economic climate, there is strong debate around life skills and practical apprenticeships versus going to university. Award-winning website Notgoingtouni.co.uk has been instrumental in addressing these concerns. As it says: “Contrary to what the masses may say, university isn’t the only path to success. From apprenticeships to debt-free learning, there are literally thousands of other opportunities out there.”

It offers advice on options for and alternatives to higher education, dispelling myths such as “only people who do badly at school go for vocational training” and “graduates earn higher salaries”. It also lists a hall of fame for people who have found success without University - people such as Jamie Oliver, Bill Gates, Sir Richard Branson, Coco Chanel, Steve Jobs and Ralph Lauren.

Companies currently offering on-the-job training are seeing a rise in applications, and some are considering school leaver schemes to catch young talent that would have previously gone into higher education. Still, new figures paint a daunting picture of youth unemployment. Nearly a million (979,000) 16- to 24-year-olds were classified as neet (not in employment, education or training) between April and June in 2011, according to the Department for Education.

Paul Warner, director of employment and skills at the Association of Employment and Learning Providers, said: “To help meet demand from young people, we want to see a renewed marketing push by the government’s National Apprenticeship Service, to target the thousands of employers who have never employed an apprentice, and explain why it makes sound business sense for them to do so.”

Apprenticeship and training opportunities

Growing youth unemployment in the UK cannot be ignored. Apprenticeship and training opportunities can build the right kind of relationships and represent an excellent investment with real returns for business.

Source: WGSN