The changes, which include a redirection of funding and the introduction of new foundation apprenticeships, aim to reverse the decline in Level 2 apprenticeships and ensure that young people have more accessible routes into employment. For CIM members, these developments present a timely opportunity to rethink talent pipelines and invest in the next generation of marketers.
Key Changes at a Glance
- Funding Prioritised for Under-21s: Government funding for Level 7 apprenticeships (equivalent to a master’s degree) will now be restricted to those under the age of 21. Employers will be responsible for funding these qualifications for candidates 21 years+.
- New Foundation Apprenticeships: In line with the government’s ‘Invest 2035’ industry strategy, seven new entry-level apprenticeships will be introduced in sectors including health and social care, engineering, and construction, with potential for future expansion into creative and digital industries.
- 120,000 New Training Opportunities: These will be funded in part by increased charges on employers hiring from abroad, with 45,000 training places earmarked for young people.
A Boost for Young People
The reforms are designed to make apprenticeships more accessible and appealing to school leavers and those without prior qualifications. By focusing on Level 2 and Level 3 apprenticeships, the government hopes to provide young people with a solid foundation in practical skills and workplace experience.
“These changes are a game-changer for young people looking to break into competitive industries like marketing,” said Maggie Jones, Director of Qualifications and Partnerships at CIM.
“We welcome the focus on the opportunities for lower-level apprenticeships. By lowering the barriers to entry and offering more structured, supported pathways, we are giving young talent the tools they need to thrive. It’s not just about learning on the job - it’s about building confidence, capability, and long-term career prospects. “We are, however, concerned that opportunities for lifelong learning may be limited in the fast-paced and constantly evolving marketing industry.”
Opportunities for Marketing-led Businesses
For employers, particularly in the marketing and creative sectors, the reforms offer a chance to engage with a broader and more diverse talent pool. With government support for under-21s and a renewed emphasis on foundational skills, businesses can shape apprentices into future leaders while addressing skills shortages.
Apprenticeships are no longer just an alternative to university—they represent a strategic and equally valuable pathway for learners with diverse strengths and preferences. By embracing apprenticeships, businesses can tap into a broader talent pool, foster long-term loyalty, and build a workforce equipped to thrive in a rapidly evolving market.
What This Means for CIM Members
CIM encourages its members to explore how these reforms can support their workforce development strategies. Whether through offering new apprenticeship placements, partnering with training providers, or mentoring young professionals, marketers have a vital role to play in nurturing the next generation.
CIM will host a video interview on LinkedIn to help members understand the practical implications of the reforms and how to integrate apprenticeships into their talent strategies. Details will be shared via MyCIM and our member newsletter.
