Parents back apprenticeships – but lack of clear information is holding them back

A new survey from apprenticeship training provider, Lifetime, has revealed a major disconnect in how UK parents view apprenticeships. While there is strong support for vocational routes, this is undermined by a lack of clear, accessible information.

While over half (51%) of 1000 parents surveyed view apprenticeships and university as equally viable routes, the findings show that many parents still lack confidence in them to provide long-term job security for their children.

The research found that only one in four (40%) of parents strongly believe apprenticeships can lead to management positions, highlighting a lack of conviction in their long-term career potential.

The findings come at a critical moment for the UK skills agenda. While demand for skilled workers continues to grow, apprenticeship uptake remains significantly lower than further education routes.

According to Government data in the 2024/25 academic year, the number of students entering further education was 185% higher than those starting apprenticeships, underlining the scale of the challenge.

The findings reveal that ineffective and fragmented information is a likely driver of this lack of confidence, with the majority of parents (57%) relying on schools for information about apprenticeships but with only 28% reporting that information to be “very useful.”

This suggests that while guidance is widespread, it lacks the depth and clarity needed to support decision-making.

Nearly one in four (39%) parents rated employers as ‘very useful’ as a source of information, after friends and family (40%), Government Websites (33%) and Social Media (29%).

However, despite employers being deemed the most useful source, only 37% of parents said they had received any information from businesses, suggesting they are being underutilised as a source of advice. Up to 15% of parents receive no information at all, leaving families without access to key insights on career pathways.

Parents consistently cite a lack of detail around outcomes, progression and long-term career prospects as key barriers to recommending apprenticeships.

When asked what would increase their likelihood of recommending the route, parents prioritised:

• Guaranteed jobs on completion (56%)

• Clearer progression pathways (44%)

• Seeing more success stories from people like them (26%)

This points to a need for more structured and visible information, particularly when set against the well-established university pathway.

The report also explored the experiences of teachers, revealing key barriers affecting their ability to provide parents with information including: limited time for careers guidance, a continued emphasis on university pathways and a lack of structure and process around engaging with employers.

Confusion around application processes was also highlighted with one head teacher stating they can explain it “at a high level…but the more detailed aspects are harder to guide on.”

Charlotte Bosworth, CEO of Lifetime, said:

“If we are serious about addressing skills gaps, and the crisis of over one million young people not in employment, education or training (NEET), we need to ensure parents, educators and employers are working from the same, clearly defined playbook. That means greater coordination, clearer progression routes and more visible success stories.

“At a time when employers are facing immense cost pressures, the government must also prioritise reforming the Apprenticeship Levy, enabling genuine flexibility: shorter on-boarding, modular units and competency-based progression that lets employers advance learners as soon as they are ready.”

The report calls for a more joined-up approach to apprenticeship awareness and guidance, with greater collaboration between government, schools and employers.

Key recommendations include:

• Improving the consistency and quality of careers guidance in schools

• Increasing employer engagement with parents and students

• Developing clearer, more accessible information on progression pathways, including emerging routes such as foundation apprenticeships