Tantra Analyst

Our lives are increasingly being defined by digital content and experiences. This is even more true for the younger generation, whose world revolves around TikTok, Instagram, Snapchat and other social media platforms — whether work, life or play. This has resulted in a rapidly growing $250-billion “creator economy.”  

To succeed in this economy young people will need advanced digital skills, which the World Economic Forum says are seriously lacking in today’s conventional education system. To address that, the digital content solutions company Adobe is launching an ambitious $100-million training program helping 30 million learners. The program starts this month, and the course fees are as low as $49. 

Gen Z – The TikTok, Instagram and Snapchat generation 

It wouldn’t be wrong to say that the lives of Gen Z — the people in their late teens and early 20s — revolve around a handful of social media platforms. Almost every aspect of their life, from what they wear to what they buy, eat, think and like, is influenced by the trends on these platforms. According to studies, 72% of Gen Z and millennials  follow influences on social media. Fifty percent of millennials trust product recommendations from influencers, which is comparatively higher than celebrities (39%).  

This is not lost on marketers — one in four marketers (or companies) leverage influencer marketing, and 89% of marketers who currently engage with influencer marketing indicated in 2023 that they would increase or maintain their investment. No wonder the creator economy is growing rapidly and is expected to reach $480 million by 2027, according to Goldman Sachs.  

Undoubtedly, this large economy will create significant job opportunities in the years to come, both in large corporations as well as in small and medium-sized enterprises. Additionally, since this industry is very conducive to entrepreneurs, it will further boost the spirit of entrepreneurship.  

The significant digital skill gap – World Economic Forum findings  

With the growth of the creator economy, digital transformation, and the integration of AI in every aspect of human activity, digital skills will be the basic needs of the modern workforce. According to the World Economic Forum, by 2027, creative thinking, AI and big data skills will be among the top in demand.  

However, many essential creative and digital skills today’s kids need for success aren’t being taught in schools. This education gap leaves the next generation ill-equipped and underprepared for the demands of future jobs. The same World Economic Forum report predicts that six in 10 workers will require training before 2027, but only half of workers have access to adequate training opportunities today. 

Here at home, the National Skills Coalition (NSC) reported that while 92% of US jobs require digital skills, one-third of workers have low or no such skills due to historical underinvestment and structural inequities. The gap is even wider for underprivileged communities. In the country, Black youth are three times as likely as white youth to have limited or no independent digital skills, and Hispanic youth are nearly twice as likely. 

Adobe’s Global Initiative to develop digital literacy for the youth   

During its annual creativity conference, Adobe announced a new global initiative to bridge the glaring digital skill gap for youth worldwide. The details disclosed during the announcement indicate that it is a bold, comprehensive and long-term plan.  

For starters, this year Adobe is committing to $100 million through donations, scholarships, product access and partnerships, with additional investments coming in the future. Adobe is targeting to train 30 million learners by 2030, and the program is for students of all ages — even the teachers. This will be offered through schools, colleges, universities and alternative educational institutions. And it comes with an Adobe certification, which could be a significant asset for students when applying for jobs.  

The curricula aims to be very broad, and it’s not just Adobe product training. It will include social media content, multimedia content development, content marketing, multi-channel content advertising, generative AI content creation, responsible and ethical AI and more. “The rise of the creator economy and breakthrough AI technologies have unleashed a wave of new opportunities across every industry,” said Stacy Martinet, VP of Marketing Strategy and Communications at Adobe. “We want to make sure that AI bridges the digital divide, not widens it.”   

To address the even wider digital skills gap in underprivileged communities, Adobe is committing $250,000 in scholarships during the program’s first year. These will be distributed through nonprofit organizations. 

The first courses will be available on Coursera this month. These courses will cover content creator and graphic designer certifications, with additional courses in digital marketing coming in early 2025. The course fees start as low as $49 and go up to $399, depending on the course, scholarship availability and other considerations. This will be an excellent opportunity for everyone to get the skills needed to prepare for the digital future.