Why investing in young talent matters more than ever

Last week, we were thrilled to win the Best Internship Scheme Award at the PRWeek People & Places Awards 2026 in London. The award recognised our commitment to helping young people, whatever their background, access opportunities, build confidence and develop careers in marketing and communications. More importantly, one judge summed up the ethos behind our approach perfectly: “they don’t stop with their own internship”.

For us, this captures what investing in young people is really about – not simply creating opportunities within your own organisation but helping ensure more people feel those opportunities are open to them in the first place.

It also gets to the heart of why supporting early careers matters so much. Too many talented young people still face barriers accessing industries like marketing and communications because of their background, financial circumstances or lack of professional networks.

Talent doesn’t magically appear fully formed. It develops through opportunity, encouragement and someone taking a chance on you early in your career.

When it comes to marketing and communications, that first step can still feel difficult to access. According to research from the Sutton Trust, 35% of graduates who completed internships said they were unpaid or underpaid, while graduates from working-class backgrounds were significantly less likely to access opportunities at all.

Internships increasingly act as the gateway into professional careers, with 31% of graduates saying internship opportunities directly helped them secure their current role.

That’s one of the reasons we’ve spent years trying to approach early careers differently.

Our Bart Haines and Lisa Durston Internship Placements, launched last year, were created in memory of two much-loved former colleagues who were exceptional role models within the industry. The programme provides two paid, 12-month placements designed to help young people get their foot on the career ladder in marketing and communications through mentoring, guided learning and hands-on experience across the business.

Alongside this, we also developed the Freshwater Futures work experience programme, aimed at school, college and university students who may not otherwise have access to industry experience. The programme offers practical support ranging from work experience and CV development to interview preparation, mentoring and confidence building.

Although originally designed for four placements a year, demand and enthusiasm quickly outpaced expectations. Since launching, participants have gone on to secure jobs in marketing, events and digital roles, while others have returned to education with greater confidence and clearer career ambitions.

Partnerships also play an important role. Through initiatives, including Career Confident with Cardiff University and our work with Cardiff and Vale College, we’re able to engage with young people earlier and help make careers in our industry feel more accessible and achievable.

Importantly, all of this is underpinned by a belief that internships should be paid fairly. Freshwater is a Living Wage Employer and was among the founding signatories of the PRCA’s campaign to end unpaid internships.

That commitment closely reflects the ambitions of The King’s Trust, which has long focused on helping young people into employment, education and training, alongside its wider ambition of helping to end youth unemployment.

This year marks the 50th anniversary of The King’s Trust, which has supported more than one million young people since it was founded in 1976.

As part of its anniversary year, I was honoured to be invited to a Garden Party at the Palace in recognition of the voluntary work I’ve done with the charity, where I’ve been a mentor on its Mosaic programme. The scheme works with 11-18-year-olds to help build self-belief, aspiration and employability skills.

While the invitation itself is lovely, it feels far less important than what it represents, which is the value of investing time in young people and creating opportunities that genuinely make a difference.

Winning the PRWeek People & Places Award was a proud moment for Freshwater. However, the real measure of success is seeing someone grow in confidence, contribute ideas and begin building a career they may once have thought was beyond their reach.

Because supporting young talent isn’t simply about recruitment. It’s about widening access and ensuring the next generation reflects the diversity, creativity and potential already present within our communities.”

 

The PRWeek People & Places Award judges’ comments:

“Freshwater’s internship programmes are initiatives built upon two decades of experience, demonstrating a mature model and a genuine cultural commitment to investing in young talent.

“The judges highlighted the long-term consistency of the Bart Haines and Lisa Durston Internship and the Freshwater Futures Programme, noting their focus on social mobility, inclusion, and bringing diverse routes into the industry.

“What the judges loved most was that the Freshwater’s dedication to diversity of thought didn’t stop at their own front door – their active, long-standing campaign to advocate for an industry-wide ban on unpaid internships is a fantastic effort to level the playing field.”

 

If you’d like to learn more about our Bart Haines and Lisa Durston Internship Placements, Freshwater Futures programme or hear directly from some of the young people who have benefitted from our internship programmes, visit Freshwater Careers.