Parents struggle with children's career advice, study finds

Summarised from BristolLive's report · Updated 5 Nov, 22:10 · Archive

Seven in ten parents feel out of their depth advising their teenagers about future careers as technology transforms the job market.

Research commissioned by Samsung has revealed widespread parental anxiety about careers advice. The study found that 73% of parents use search engines or AI chatbots to understand unfamiliar job titles and qualifications, while 7% simply pretend to know what they are talking about. Seven in ten feel out of their depth advising their teenagers, and 63% believe their teens already know more about modern technology and future job opportunities than they do.

TV presenter Joe Swash has been enlisted by Samsung to highlight the issue in a new campaign film launched today. He interviews parents, taxi drivers and baristas in his neighbourhood, discovering widespread confusion about the changing job market. Swash said: 'When my teens start talking about jobs that didn't even exist when I was growing up, I just sit there nodding along, totally blagging it. It turns out us parents are all in the same boat, secretly searching what it all means.'

The campaign coincides with the launch of Samsung's seventh annual Solve for Tomorrow competition, which challenges young people across the UK and Ireland to develop technology-led solutions to real-world problems.

Read the report

• Joe Swash says 'I just sit there nodding' as campaign launchesAn expert said ' I don’t always have the answer and know lots of parents feel the same way'BristolLive · 5 Nov, 11:37

In this story: Joe Swash · Sophie Cradock · Samsung · UK · Ireland

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