Ever turned to Spotify for a quick bit of life hacking? Turns out, you’re not alone. Spotify’s data suggests that around half of its Premium subscribers have listened to education- or self-help-themed podcasts. Research conducted by Cloud Assess found Gens Z and Y are prioritising training and development more than any other generation, and with the global online education/e-learning market projected to grow 17.2% annually, tapping into this thirst for accessible and digital knowledge among this young cohort is key. But what’s driving this desire for self-improvement? We can look to the global job economy for answers. An Amazon/Workplace Intelligence study found that 70% of employees globally are concerned they lack the education to advance their careers. In the UK, one in three employees has considered changing jobs to increase their salaries, highlighting the importance of upskilling and e-learning as a means of financial growth and career progression. These developments represent a desire among young people to upskill at a time of global job insecurity, impacting people’s finances and mental health. Research from Young Minds has found that people aged 20 to 25 are particularly likely to feel concerned about money, with 80% ‘always’ or ‘often’ worried about earning enough.

Finding the balance between helping people upskill without feeling pressured is key for brands. This can be achieved through tapping into young people’s interest in ‘edutainment’ as a means of development. The language learning app Beelinguapp teaches language through songs and stories, connecting people's passion for music and language learning. Meanwhile, Google Arts and Culture launched The Art Handler, a digital game that teaches people about historical artworks, aiming to make art history accessible through edutainment.