What parents really think about apprenticeships
Apprenticeships are gaining ground, but uptake still falls short — and parents' perceptions are part of why. Strong awareness, limited understanding, and just 28% of parents getting useful careers information: here's what they told us, and what it'll take to change.
The opportunity we're missing
Apprenticeships are gaining momentum, yet in 2024/25 around 185% more young people started further education than an apprenticeship. Policy is shifting — the Youth Guarantee among them — but our research points to a quieter barrier: how parents see these routes, and how little useful information reaches them.
Key findings
We surveyed parents and spoke with teachers and careers leads. Four numbers stood out.
Awareness isn't understanding
Parents know apprenticeships exist — but many are unsure how they work, where they lead, or how to get on one. Recognising apprenticeships as a "good idea" doesn't translate into confidence for their own child. Teachers tell us they often can't fill the gap either: they can explain that the routes exist, but detailed, practical guidance is harder when those routes vary so much. This is a system problem, not a parent problem.
Download our parental perceptions whitepaperChange starts together
Closing the gap takes government, schools and employers pulling in the same direction. Here's where we can work with you.