The language of STEM – a new generation is dawning

This article originally appeared in the January'25 magazine issue of Electronic Specifier Design – see ES's Magazine Archives for more featured publications.

By Neil Fullbrook, Chair, Chartered Institute of Public Relations, STEM Group

This poses a question in my mind: “Is the fragmented nature of existing initiatives holding us back?” There are so many campaigns and programmes developed in silos, but the needle on STEM recruitment remains stubbornly difficult to shift. From a communications perspective, a unified approach is essential to addressing the issue. After all Gen Alpha (A) are now in their 15^th year of mainstream education – the new Gen is dawning!

Recently there has been a surge in STEM-related initiatives: Campaigns such as WISE (Women into Science and Engineering), Engineering UK’s Big Bang Fair, and Tomorrow’s Engineers Week have successfully brought attention to the importance of STEM as a career. Coupled with government-backed programmes like the STEM Ambassadors Network, these efforts aim to showcase the diversity of opportunities within STEM sectors.

However, while these initiatives provide valuable exposure, the sector remains riddled with significant barriers to engagement, especially for underrepresented groups such as women, ethnic minorities, and young people from disadvantaged backgrounds. For instance, despite years of campaigns, women still represent only 24% of the core STEM workforce in the UK, and a lack of clear, accessible pathways into STEM fields remains a pressing concern.

One often-overlooked aspect of the STEM recruitment puzzle is the language used to communicate opportunities. This is where the Chartered Institute of Public Relations (CIPR) STEM Group is stepping in. Throughout 2025, we will conduct research into the Language of STEM – a project that aims to uncover both the hidden opportunities and barriers in engaging younger generations as well as keeping them engaged.

We’re not only talking about Gen Z (born 1995 - 2009), but we also have to consider Gen A – those born from 2010 to 2024. These generations communicate in a very different way to the Builders (born pre-1946), Baby Boomers (1964), Gen X (1979) and Gen Y (1994), the language that we use to reach them is likely to require updating too.

The CIPR STEM Group research will explore questions such as:

• How do generational differences impact perceptions of STEM careers?
• Are we using inclusive language that appeals equally to Gen Z and Gen A, as well as older professionals?
• What implicit biases may exist in the way job descriptions, marketing materials, and outreach programmes are framed?

By analysing these factors, the CIPR STEM Group aims to provide actionable insights to help STEM organisations, employers, and educators refine their communications to better resound with these audiences.

While the Language of STEM research is a crucial step forward, it cannot succeed in isolation. For meaningful change, the sector must adopt a united front, bringing together educators, industry leaders, policymakers, and communicators to tackle recruitment challenges holistically. And the CIPR STEM Group is perfectly positioned to do just that. Our 500 members represent communications professionals from across the spectrum. From scientific organisations, tech startups, engineering firms and data science specialists, our members are best placed to understand intricately how the communications among these groups and their target audiences can best be honed.

This means aligning messaging across campaigns, addressing systemic barriers, and investing in long-term strategies that prioritise accessibility and diversity. Initiatives must be informed by robust data and tailored to meet the needs of younger generations who are increasingly driven by purpose and innovation.

Moreover, it is vital to celebrate the successes of existing programmes while working collaboratively to fill gaps. STEM recruitment should no longer be seen as the responsibility of individual organisations but as a shared mission to secure the future of our workforce and drive global innovation.

The time for fragmented efforts is over. By aligning our strategies, refining our language, and committing to inclusivity, we can transform STEM recruitment into a movement that inspires, empowers, and unites the next generation of innovators. Together, we can build a brighter future – one where STEM truly reflects the diversity and potential of the world it seeks to change.