Open Letter asks parents ‘not to discourage children from making creative choice’

^{Image from the book ’So...You Want to be a Creative?’ by Ryon Pattison / @ryn0_studio, UCA BA (Hons) Graphic Design (2024).}

In an Open Letter, UCA writes on behalf of the children that came before, those that didn’t choose games over geography, marketing over medicine or animation over accounting due to pressure from their parents and carers, of which there are many examples posted on the online community, The Student Room. “I’m honestly just doing linguistics for my parents. They expect me to get a ‘good’ degree, to get a secure job – they think working in the film industry won’t get me anywhere.” 

The University, which for nearly 170 years has delivered creative education that is both technical and occupational, acknowledges it’s only natural for parents and carers to feel uncertain when children say they want to pursue a creative subject.

“We understand the hopes and concerns that come with guiding children’s higher education and subject choice. Parents and carers want the best for them – a secure future,” said UCA’s Vice-Chancellor, Professor Melanie Gray.

This is reinforced in UCAS’ Project Next Generation report, which states parents want to guide their children towards the pathways that have the best capacity for earning and stability. As a result, almost half (48%) of children in the report, agreed that they feel pressure from parents to make ‘good’ decisions about their education.

UCA reassures in the letter that ‘a creative choice is a career choice.' The creative industries support more than 2.4 million jobs. Long-term, the sector is also part of the Government’s modern Industrial Strategy – a 10-year plan backing the UK’s strengths with ambitions for eight high-growth sectors, aiming to increase productivity and create jobs. The government's own skills agency says the route into creative jobs is higher education (Skills England June 2026).

Professor Gray, added: “With this letter we’re not reprimanding parents and carers, we’re simply asking them to support their children and have confidence in them choosing what they love. We have seen time and time again, children not pursuing their creative dreams, which now more than ever, have a secure future.”

UCAS’ report acknowledges parents and carers play a pivotal role in the crucial choices children make about their future. It also shows children’s higher education choices are inspired by their passions. Support and reassurance, not pressure, is needed to empower children in their decision making.

Support ahead of A-level results day and Clearing is available on UCA’s dedicated webpage, uca.ac.uk/clearing for parents and carers, as well as those wanting to make the creative choice.

On Thursday 13, Friday 14 and Saturday 15 August, UCA welcomes anyone to tour its campuses and ask staff and current students questions. If you cannot attend any of our campus tour dates, please do get in touch with us directly at enquiries@uca.ac.uk and we can arrange a separate visit.

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Project Next Generation: the key themes influencing future student decisions – UCAS