Young people across Yorkshire are increasingly turning to AI tools and social media platforms to guide their career paths, in some cases completely replacing advice traditionally provided by parents and teachers.
According to the new ‘Young Minds 2026: The Unequal Advantage’ report published today by accountancy and business advisory firm BDO, a growing shift towards digital guidance is occurring alongside widening regional and social inequalities.
The research, which surveyed 2,000 18-to-25-year-olds, found that 77% of young people in Yorkshire now rely on digital sources to inform their career decisions. This includes 32% utilizing AI tools, 20% looking to social media influencers, and 25% conducting independent online research.
Nationally, the data reveals that individuals from lower socio-economic backgrounds are more likely to rely entirely on these digital tools over family networks and teachers, highlighting a structural gap in traditional support systems. Experts warn that this creates a growing risk that unverified technology is substituting, rather than complementing, structured professional careers guidance.
The report highlights a clear systemic “unequal advantage” shaping early career outcomes across the UK, with major disparities evident across socio-economic backgrounds, neurodivergence, and geography:
- Networking Disparities: Young people in Yorkshire are nearly two times less likely to have established professional connections than their peers living in the South East.
- Employer Engagement: Yorkshire performs comparatively better regarding business exposure, with 40% of local youth having meaningful interactions with employers during education, compared to 33% in the North East and 37% in the North West.
- Support Inequities: Nationally, only 27% of neurodivergent respondents received help from personal networks to secure work experience, compared to 38% of neurotypical respondents.
Dan Brookes, Interim Regional Managing Partner in Yorkshire & North East and Head of Social Mobility & Citizenship at BDO, said:
“The findings tell us that almost all young people believe at least one barrier is preventing them from getting a job or advancing in their career. It’s clear that too many are still being held back by what they were born into, whether that’s where they live, their social capital or the support they have access to.
“While technology is creating new ways for young people to explore careers, it cannot replace the value of meaningful, personal guidance. The findings expose deep and persistent inequalities in access to opportunity across the UK.
“If we are serious about improving social mobility, we need to ensure that access to opportunity is not determined by background but shaped by talent and potential. That requires coordinated action from employers, educators and policymakers to create pathways that are visible, accessible and fair for everyone.”
In response to the findings, BDO is calling on the government to better align education providers, employers, and policymakers. The firm is advocating for the introduction of an apprenticeship clearing-style system tied to standard recruitment cycles, with built-in safeguards to ensure equal visibility for employers of all sizes.
