Young people more impressed by self made businesses than Bieber

New research released by City and Guilds firm today displays that contrary to popular belief, teens in the UK are largely unimpressed by popular celebrities as role models for their job choices. Instead, they are looking to business people for muse.

'Making Sure Tomorrow Works,' a study of 1544 14 to 20 year olds by the City and Guilds Centre for Skills Development, found that teenagers in Britain today are most impressed by people who have built careers based on their talents and business acumen. When asked who they admire for their awards, J.K. Rowling came out on top with 53%, closely followed by Richard Branson (50%) and Facebook founder Mark Zuckerberg (37%). The results come in advance of The Skills Show, the UK's biggest skills and careers event, which showcases the skills young people need to achieve their ambitions.

By contrast, those best known for their celebrity status, including pop stars and models, failed to impress today's youngsters. Just 3% of those surveyed said they looked up to Kate Moss, followed by Kim Kardashian (4%), and Justin Beiber (8%).

The public figures identified as top role models by young people appear to be driving a trend when it comes to young people's own ambitions. Over a third (34%) of 18 to 20 year olds said they see themselves as self-employed or having started their own business ten years from now. It is clear that even today's challenging economic climate is not deterring the Richard Branson's of the future from their entrepreneurial ambitions.

Russell Pocock, Head of Learning, City & Guilds said: "The results of the study show a welcome departure from the common assumption that teenagers today only aspire to celebrity status and quick fame. Rather, what has been revealed here is a picture of a balanced and mature generation who understand the importance of talent, hard work and good values in achieving career success. That's why City and Guilds is supporting The Skills Show - an annual event to celebrate skilled professions so we can enable young people to recognise opportunities, inspire them to develop the skills they need to succeed, and help them shape their tomorrow."

Chief Executive of The Skills Show comments: "With up to 100,000 young people expected to visit The Skills Show in November, it is clear that young Britons are keen to embrace all the learning and development opportunities open to them. The show provides the perfect forum for the young professionals of tomorrow to learn about and develop their own skills, as well as demonstrating their abilities to visitors and potential employers. We look forward to inspiring the next generation and setting them on a path to successful and rewarding careers."