Parents and their children in London are divided over whether university or an apprenticeship is the best next step towards a successful career ahead of the release of A-Level and GCSE results, research commissioned by Amazon has revealed.

The study found 85% of parents in London believe an apprenticeship would provide their child with a good chance of getting a permanent job, compared with 76% for university. The YouGov survey also revealed 85% of parents in London thought an apprenticeship provided good earnings potential, compared with 83% for university education.

However, students from London disagree with parents, with 86% believing university provides good earning potential compared with 71% for apprenticeships. However, degrees came out on top for providing a good opportunity to get a permanent job (81%), compared with an apprenticeship (73%).

For those who do choose an apprenticeship as their next career step, Amazon provides opportunities for upskilling and retraining for people of all ages, at all stages of their careers, offering schemes in a wide variety of areas including engineering, cyber security, broadcast production, and operations management.

One person who has taken the next step in his career with an apprenticeship is Gavinder Pawar, an apprentice from the Amazon corporate office in East London.

Gavinder Pawar from Wanstead in East London works at Amazon’s head office in London and is studying a Buying and Merchandising apprenticeship degree through the Amazon Apprenticeship programme. Gavinder started the apprenticeship in 2022 and is due to complete his course in 2024.

After finishing his degree in Physics from University of Birmingham, Gavinder tried different career paths including recruitment and sales, but he felt like he was stuck in a career without long-term development opportunities. He was drawn to the Amazon Apprenticeship programme because he saw it as an opportunity to pivot into a new direction filled with long-term opportunities.

The Amazon Apprenticeship programme’s learning platforms have really struck a chord with Gavinder. “At Amazon, the opportunities to learn new skills are endless, and this was very important to me having completed my physics degree 16 years ago. Through my apprenticeship, I’m able to keep my mind sharp, learn new skills and contribute more to my role as each day progresses,” he said.

To anyone considering joining the Amazon Apprenticeship programme, Gavinder said: “If you are keen to learn and have an open-minded attitude, the Amazon Apprenticeship programme is for you. Amazon has a fantastic set of leadership principles to focus on and if you prepare yourself, you’ll be successful.”

The Amazon apprenticeship scheme launched in 2013 and, to celebrate the 10th anniversary, Amazon is partnering with Apprentice Nation, a career development and entertainment platform, to produce an event featuring Cat Burns, the BRIT-nominated, double-platinum-selling South London artist. The mentoring event will support students as they decide the next step on their career path. More than 200 people will be invited to the event in September where Cat will play an exclusive, one-off gig.

Cat Burns is a BRIT-nominated, double-platinum-selling South London artist, Cat said: “I think it’s really important for people to be proud of themselves, whatever their situation or background. There’s a space for everyone in this life – you just need to be able to carve out your own path. Through my music, I want to keep on inspiring others to create their own journey in life and to shape their future. Everyone has gifts.”

She added: “Apprentice Nation offers youth the opportunity to do this and I’m excited to be performing with them and also to celebrate ten years of Amazon Apprenticeships.”

Minister for Skills, Apprenticeships and Higher Education Robert Halfon said: “It is brilliant to see that apprenticeships are now widely recognised as offering great career prospects, particularly amongst parents. Amazon’s decade-long commitment to apprenticeships has been instrumental in this progress, putting apprenticeships at the heart of the business and giving over 5,500 people the opportunity to earn while they learn the skills they need to succeed.

“Demand for apprenticeships is rising, but these findings show that we must continue our work to ensure that apprenticeships and traditional degrees are on an equal footing. To help more young people make informed decisions about their future, we are working with UCAS to expand their service so students can search and apply for apprenticeships alongside degrees and continuing to promote them through our Get the Jump campaign.”

Amazon’s UK Country Manager, John Boumphrey, said: “Young people and their families are having to navigate really complex decisions at this time of year. That’s why we’re providing information, guidance, and support throughout the year, as well as our special career mentoring event with Cat Burns. It’s all designed to help them decide on the best path for them and their future.

“I am excited that we are celebrating the 10th anniversary of apprenticeships at Amazon, and also offer many opportunities for people to join us in their first job outside of university. We offer all kinds of jobs for all kinds of people reflecting the range of skills and abilities in communities across the UK and look forward to supporting young people to build successful careers.”