School of Marketing launched a ‘pro bono’ mentoring programme with support from the DM Trust, to help young people aged 18 to 28, called Mentoring Gen Z.

The objective was to “fight back” amid an environment of the highest youth unemployment rates in decades, evaporating job prospects and a culture of “furloughism” for this group. In particular, diverse and minority groups being hard the hardest, particularly black youths and young women (Guardian, 2021).

Each week, SOM continues to run free mentoring group sessions, helping hundreds gain employment, build skills, aid mental health, form peer help-groups and create a bridge between vulnerable young people and marketing leaders.

Winning category: Contribution To The Marketing Industry
Commended category: Not For Profit Marketing
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