Research released this week by the Chartered Institute of Marketing has found that 46% of 16 – 24-year-olds are considering a career in marketing.

The survey questioned 1,000 young people and found that nearly 50% of them had an interest in the marketing profession. Over a fifth also stated that they saw marketing as a safe career choice.

The University of Liverpool Management School reported that demand for its BA Marketing course has been exceptionally high for the year 2021-2022. They put this growth in applications down to a combination of factors, including a shift in how marketing is perceived as a discipline by business leaders and the increase in the number of marketing roles now available.

But it’s not just the undergraduate community who are showing an increased interest in marketing training, those looking to add to their skills base and others wanting to switch roles have increased the number of self-funded marketing students enrolling at CIM-accredited study centres.

The results of this survey comes as great news for an industry that has suffered from a skills gap and lack of talent as a result of the ‘great resignation’.

Maggie Jones, Director of Qualifications and Partnerships at CIM, said: “We’ve seen two things happening during the pandemic. The first is that young people have recognized the resilient and adaptive nature of marketing and want to pursue a career in this field.

“The second is that many marketing professionals have invested in their own development and have self-funded additional learning and qualifications while being furloughed. It’s clear that people want to thrive in marketing.”