Government and business want more apprenticeships, but parents haven't bought in

NEW research from Demos shows that the perception of apprenticeships has a long way to go before they are viewed with the same esteem as University. While there is clear support from parents for apprenticeships the perception is still that it's a route for those less academic says ACCA (the Association of Chartered Certified Accountants).  Commenting on the Demos results, Andrew Leck, ACCA UK said:- "The last government invested heavily in university as the pathway to a career and it is going to take a concerted effort from business, government and professional bodies to make parents realise that apprenticeships are an excellent route; the most telling part of the report was whilst over 90% of parents agree apprenticeships are a good option for young people, only a ⅓ think it's best for their child. University is still seen as the gold standard.  It's great to see that parents feel there should be more apprenticeships, but clearly the message about what they are needs to change. We're delighted this report is cross party; only with consensus and a long term strategy around change will UK PLC and our young people be able reap the rewards. ACCA has repeatedly called for greater investment in career advice and this concern has been confirmed again in this report with just 19% had been spoken to about apprenticeships by their child's school compared to 45% who have had a conversation about university. We welcome the government's new Careers and Enterprise Company and hope this will go some way to solving the problem. Apprenticeships are a vital route into a professional career for those either choose not to, or cannot; for any reason; go to university. There are many examples of individuals achieving huge success following apprenticeships:- including Jamie Oliver, Alexander McQueen, Ross Brawn, Stella McCartney and even the founder of the Ford motor company Henry Ford. This message is not getting through and the onus is on all of us to do more to raise the standing of apprenticeships especially in the minds of parents, teachers and careers advisors."