7 in 10 parents struggle with career advice

New research from Samsung has revealed that 7 in 10 (73%) UK parents feel out of their depth when advising their teenagers about future careers and qualifications, with many turning to online searches and AI chatbots for answers.

The findings highlight the importance of initiatives such as Samsung Solve for Tomorrow, the annual tech-for-good competition encouraging 11–18-year-olds across the UK and Ireland to explore future careers in technology by tackling real-world challenges.

The research highlights the growing gap between traditional career knowledge and an increasingly technology-driven workplace. More than half (57%) of parents lack confidence explaining emerging roles such as AI Prompt Engineer, while 63% believe their teenagers already understand modern technology and future job opportunities better than they do.

Inspiring the next generation of innovators

To bring these findings to life, Samsung sent TV presenter and dad Joe Swash into his local community to find answers to his own questions about modern careers and qualifications. In a new campaign film, Joe quizzes taxi drivers, baristas and fellow parents, discovering that many share his uncertainty about the changing world of work.

His search leads him to Samsung Solve for Tomorrow alumnus Sophie Cradock, who developed an Illegal Fishing Prediction System through the competition, gaining the confidence and skills to pursue her interests in technology.

This year's competition invites students to work individually or in teams of up to four, choosing from three themes: Smarter Sport, Greener Future and Safer Online. Through three stages, Imagine it, Make it and Pitch it, participants develop ideas, build prototypes and present their solutions to industry experts.

Bringing real-world challenges into the classroom

For design and technology teachers, the competition offers a valuable opportunity to connect classroom learning with real-world problems, encouraging students to apply creativity, design thinking and problem-solving skills to issues that matter to them.

Semi-finalists receive Samsung mentoring and funding to develop prototypes, while finalists gain work experience with Samsung. Free regional innovation workshops and teacher CPD also support schools in developing students' creative confidence.

Entries close on the 18th January 2027. Teachers can find out more and submit entries at solvefortomorrowuk.com