Salary Survey 2020: How to make marketing an aspirational career
If the industry is really serious about attracting people from diverse backgrounds, work must start at the grassroots to make marketing an aspirational career for young people.
Is marketing an aspirational career for young people growing up in the UK? Do they even know what marketing is and if they do, are they coming into the industry from a variety of educational backgrounds?
Data from the 2020 Marketing Week Career and Salary Survey suggests not. Of the 3,883 respondents, just 13.9% decided to pursue a career in marketing at school, compared to 44% who made the decision while studying at university.
In fact, 58.8% of marketers have at least a Bachelors or Honours degree, while 19.5% have a Masters degree. They are also more likely to have an undergraduate degree in a subject outside marketing (36.2%) than specifically in the subject (22.6%).
Growing up marketing was “absolutely not” an aspirational career for BT propositions centre of excellence specialist Vaibhav Verma. Initially, he was unable to convince his parents that marketing would be a viable career because he could not point to any role models who were making a success of it.
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