Learning together, not using each other: how to work with the next generation of marketers

I’ve always believed that marketing is one of the best “real-life” schools a person can attend. You can learn theory from books, but you only really understand marketing once you start doing it — planning, testing, failing, learning, improving. That’s where growth happens.

At the same time, I’ve seen how many young marketers feel lost when they enter the field. They’re full of ideas and energy, but often lack the structure, support, and feedback needed to turn enthusiasm into real skill.

On the other hand, many business owners and marketing managers would love to involve young people but don’t quite know how to do it fairly and sustainably.

This is why we created the Next Gen area inside the Powerful Marketers Hub, a place where experience and curiosity can meet in a way that helps both sides grow.

The problem isn’t a lack of talent — it’s a lack of guidance

Over the years, I’ve worked with interns, students, and young professionals. Almost all of them wanted to contribute, to bring ideas, to learn something new. But too often, they were thrown into projects without clear direction or feedback.

They would say things like:

“I was told to manage the social media account, but nobody explained what success looks like.”
“I want to do well, but I don’t know what’s expected of me.”

It’s not that they lack motivation. They simply need structure. And when they don’t get it, both sides lose: the young person feels overwhelmed and undervalued, and the business doesn’t get the results or engagement they hoped for.

That’s why it’s so important to think of these collaborations not as free help, but as shared learning experiences.

Creating fair and meaningful collaborations

When I talk about involving young marketers — whether they’re students, interns, or part of our Next Gen community — I always emphasize one principle: it must be valuable for both sides.

If the young person is contributing their time, ideas, and energy, then there should be something meaningful in return:

• Real mentorship and feedback
• A recommendation letter or portfolio support
• Opportunities to learn from meetings or strategy sessions
• Space to try, experiment, and even make mistakes

When you define these things clearly from the beginning, the collaboration becomes an accurate exchange — not a one-sided arrangement.

Clarity builds confidence

Young people don’t need constant supervision, but they do need clarity. Before starting a project, it’s good to define:

• What is the goal of this collaboration?
• What are the specific tasks and deadlines?
• Who gives feedback and when?
• How long will this project last?
  

Even a short project, such as a month of helping with Instagram content or assisting with event marketing, can be an excellent experience if both sides are aligned.

Clarity builds trust. And trust builds confidence — in both directions.

Structure doesn’t kill creativity

Some people worry that setting boundaries will limit creativity. In reality, the opposite is true. When young marketers understand the boundaries, they feel free to operate within them. They can focus their ideas, test them, and learn from the outcome.

The worst thing you can do to a young professional is give them an open-ended task like “just make our social media better.” It sounds exciting, but it’s actually paralyzing. Without clear direction, they struggle to prioritize and evaluate their work effectively.

Guidance doesn’t mean micromanagement. It means being available — to explain, to listen, to give honest feedback.

The emotional side of learning

Something that often gets overlooked in these collaborations is the emotional side of learning.
Many young people today are competent, but they’re also under pressure — from social media, from perfectionism, from the fear of not being “good enough.”

That’s why the tone of mentorship matters. When giving feedback, do so in a way that builds confidence rather than anxiety.
Instead of saying “this isn’t good enough,” try “let’s look together at what could make this even stronger.”

Mistakes aren’t failures — they’re learning moments. And when you treat them as such, you help someone grow not just as a marketer, but as a professional and as a person.

For businesses: why it’s worth it

I understand why some companies hesitate to involve students or interns. It takes time to explain things. It’s easier to do it yourself. But that mindset misses something crucial.

When you mentor a young marketer, you’re not just helping them — you’re helping your own organization stay relevant.
They bring fresh eyes, digital-native instincts, and often a better understanding of what younger audiences care about.

More importantly, mentoring forces you to slow down and articulate your own thinking. You realize what’s actually working and what’s just “how we’ve always done it.” That reflection alone can make your marketing stronger.

For young marketers: how to make the most of it

If you’re just starting, remember that your value isn’t in knowing everything — it’s in your curiosity, your willingness to learn, and your energy to try.

Here are a few ways to make your learning experience meaningful:

• Ask questions early and often. Don’t assume you should already know everything.
• Take notes and reflect on what you learn each week.
• When you receive feedback, don’t take it personally — use it as a tool to grow.
• Show initiative. If you see a way to improve something, suggest it.
  

And most of all — don’t rush. Fundamental skills are built through practice and reflection, not through doing everything at once.

Building a culture of shared growth

At the Powerful Marketers Hub, we believe that collaboration between experienced professionals and young marketers can be one of the most impactful learning experiences there is.

But for that to happen, both sides must approach it with honesty, patience, and respect.
The goal is not to “use” someone’s time — it’s to create an environment where both can become better marketers and better humans through the process.

That’s why we’re encouraging all Hub members to think about how they can involve the next generation in meaningful ways. Maybe it’s a short project, perhaps mentoring, or simply a conversation about marketing trends. Every interaction matters.

Let’s create the next generation of Powerful Marketers

If you’re a business owner, mentor, or experienced marketer who’d like to involve students, interns, or young professionals in real projects — or if you’re a young marketer looking for a place to grow and connect — we’d love to welcome you to our community.

It’s a space built for learning, experimenting, and growing together. Because marketing isn’t just about campaigns and content — it’s about people, collaboration, and shared growth. Discover more about the Powerful Marketers Next Gen community here.