The UK manufacturing sector is an economic powerhouse, contributing £518 billion to the economy and supporting over 7 million jobs. Yet, behind these robust figures lies a growing visibility crisis. According to new research commissioned by Nestlé, an organisation supporting over 42,000 UK jobs, Britain’s manufacturing sector is facing a severe talent pipeline problem driven by outdated perceptions and a lack of digital-age visibility.

Despite 59% of 16–24-year-olds finding manufacturing interesting, only 4% view it as a top career choice. The workforce of the future is looking elsewhere, and it is time for the industry to understand why—and how we can change the narrative.

Social Media and Pop Culture

Nestle's study of 2,000 young people aged 16-24 reveals that career inspiration has fundamentally shifted away from traditional career advisors and toward digital platforms.

• The Social Media Driver: 33% of young people rely on platforms like TikTok, YouTube, and Instagram for career inspiration, making it the single largest influence on their professional futures.

• The Pop Culture Effect: 22% cite television shows—like Industry (investment banking) or Mad Men (advertising)—as key drivers for their career ambitions.

• The Visibility Void: Because manufacturing lacks this mainstream digital and cultural presence, only 28% of young people believe manufacturing still happens in the UK, while 30% assume all production has moved overseas.

As a result, manufacturing (4%) is severely outpaced by other sectors in youth career ambitions, trailing behind healthcare (20%), creative industries (16%), education (15%), retail (12%), technology (11%), and even engineering (9%).

The Skills Disconnect: A Mismatch in Reality

Perhaps the most concerning finding from the data is that the barrier to entry isn't a lack of skills, it is a lack of association. The modern youth demographic possesses exactly the traits modern manufacturing requires, but they do not see our industry as a place to apply them.

• 85% of young people express high confidence in their problem-solving and teamwork abilities.

• 83% rate themselves highly in creativity.

However, fewer than half (48%) connect manufacturing roles with problem-solving, and a mere 35% associate the word "creative" with the jobs we offer today. Young people are also ranking manufacturing workers as less impactful on everyday life than social media creators. The industry is failing to communicate that modern manufacturing is a highly digital, deeply creative, and problem-solving environment.

Changing the Narrative: Exposure is Everything

The data shows that this perception gap is entirely fixable through exposure. Nearly half (48%) of young people stated they would be more interested in the sector if they could see real-life examples of modern factories in action. Similarly, 48% would reconsider the career path if they truly understood the tangible impact these jobs have on everyday life.

Richard Watson, CEO of Nestlé UK & Ireland, explains: 

“Young people today are confident, creative problem solvers and full of potential. They have the skills that modern manufacturing needs, but there’s a perception gap we need to close. From apprenticeships to graduate programmes and roles across design, innovation, technology, and operations, these careers don't require everyone to follow the same route. At a time when job opportunities for young people and skills shortages are high on the government agenda, manufacturing offers something concrete: diverse opportunities for young people from all backgrounds."

Blending Creativity with Production

To bridge this gap, the industry must highlight the voices of those already succeeding within it. Olivia Tomlinson, a third-year Packaging Degree Apprentice at Nestlé's Dalston factory in Cumbria, is a prime example of the modern manufacturing talent profile.

Working on packaging innovation and sustainability for one of Britain’s most iconic coffee brands, Olivia blends hands-on factory experience with academic learning.

“I was studying art and design when I started questioning what happened to the packaging on products I was buying. That curiosity brought me here,” she notes. Recently shortlisted for a national Circularity Champion award, Olivia adds, "I walk around the factory seeing opportunities for improvement everywhere – something I never would have imagined doing a few years ago."