If there’s one thing I wish I’d known earlier, both when I was starting out in advertising and later, managing others, it’s that the human brain isn’t fully developed until around age 25.

Now that I’m running a mental health charity alongside consulting and training, this knowledge has completely reframed how I think about supporting young talent. Knowing that young professionals are still developing crucial skills, like decision-making, emotional regulation, and impulse control, has helped me make sense of the challenges I faced myself and the struggles I’ve seen others go through.

Marketing and advertising are famously tough on young people. We throw them into high-stakes situations and expect them to handle it like seasoned pros, often with minimal support. But by understanding where they’re at developmentally, we can rethink how we work with them. Here’s how we can create a better experience for young talent in our industry.

Guided Mentorship and Structure They Can Actually Use

Advertising is messy and fast-paced, and I used to assume people would just “figure it out” because that’s what I had to do. But young professionals need structured guidance, clear project outlines, regular check-ins, and support for managing pressure. They’re still building up their decision-making abilities, and the right kind of mentorship makes a huge difference in how they adapt and grow in this environment.

Letting Them Dip a Toe In First

Marketing roles often give young people big responsibilities from day one, but we’d get so much more out of them if we let them try different things first. Letting them rotate through various tasks, social media, analytics, brainstorming, gives them a chance to see where they really thrive and build a bit of confidence before taking on heavier responsibilities. This approach not only helps them develop more rounded skills but also gives them a better sense of what they actually enjoy.

Creating a Culture Where Mistakes Aren’t the End of the World

I’ve seen young people take mistakes really hard, thinking a slip-up means they’ve failed spectacularly – snot, ugly crying, the works. Understanding that they’re still learning has made me realise how important it is to create a culture where mistakes are part of the process, not career-ending disasters. When a setback becomes a learning opportunity rather than a crisis, it lowers anxiety, builds resilience, and encourages smart risk-taking, all of which are essential in a creative industry.

Prioritising Their Mental Health (And Helping Them Prioritise It Too)

The “work hard, play hard” mentality in advertising? It’s tough, and for young people still building their emotional resilience, it’s a fast track to burnout. Since shifting some of my focus to mental health, I’ve seen how crucial it is to provide young professionals with support. Access to mental health resources, encouragement for a balanced approach to work, and a supportive environment aren’t just nice-to-haves; they’re essential for sustaining their wellbeing and engagement. Healthy, supported people are far more likely to stay with the agency and bring fresh ideas, rather than burning out or moving on – yet still so few agencies are investing in wellbeing (and we don’t mean a pizza because you’re working late).

Helping Them Find Their Own Path

A lot of young people in advertising feel pressured to climb the ladder without really knowing where they’re headed or if it’s what they even want  - I see this time and again with people I mentor. We can help them by encouraging self-reflection and goal-setting, making space for them to assess their own growth and career direction. Regular check-ins give them the chance to discuss what’s working, what’s not, and where they want to go. It’s about creating a culture where they feel supported in finding a path that genuinely suits them, rather than pushing forward for the sake of it.

The Bottom Line

Advertising and marketing thrive on fresh ideas and energy, and young people bring exactly that. But if we want to keep them, we need to support them in ways that recognise their unique developmental stage. It’s the difference between helping them to grow or pushing them towards burnout fuelled by our false beliefs  'it was much tougher in my day' and you only learn from 'the school of hard knocks.

I for one, know which one I’d rather see.