Many cultures and even sub- demographics within society have been defined as ‘community over individuals’ – meaning that “what others think” can take priority over what any one person wants to do. Whilst this combined with the value of brands, may be accepted as status quo in many aspects of daily life, does it have a place when it comes to career advice? We question whether this trait is desirable or detrimental as young people make their decisions from education to employment.
Do teenagers feel the pressure to conform to not only their parents expectations after school but their grandparents, aunts, uncles and neighbours too? Not least excluding other members of the golf club, and their parents’ friends. Is that what being part of a community means?
It is no secret that teachers and parents are heavy influencers when it comes to the options students embark on after they leave classroom education. What is yet to be explored is the role of the extended family and in some demographics, the wider community. What’s more is if there is a correlation between these influencers and the brand certain subjects and careers hold.
With experts claiming 65% of jobs that the next generation will take on not even existing yet; parents, teachers and careers advisers up and down the nation are already tasked with a huge role. Not least to be made worse with expired perceptions. While vocational roles and highly regarded subjects translatable across languages, cultures and generations do more and more young people opt for these to just alleviate difficult conversations – do they take on subjects at A’Level because of the “brand” associated with them?
How do the baby boomer generation contend with brands when offering advice?
Whilst the pressures may well be high for the young people making these decisions … we do not for a second believe it’s any easier for their parents. Every parent wants the best for their children, wants to see them succeed and in my experience reach new heights. But what if your child is destined for an pathway you can’t explain to your family and friends? What if they choose a subject or career that doesn’t have a brand associated with it that you recognise or support?
We don’t claim to have the answers but wanted to ask the questions to ignite the debate – join the conversation on Twitter with #BrandCareers. We look forward to your views, experiences and questions.
