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10 November 2025
Read time: 5mins
‘The campaign is not only aimed at young people, but teachers, careers advisors, parents, carers, or those that influence young people’s career choices.’
Ashley Akingbade
This is Geoscience is the Geological Society’s new long-term public awareness campaign to reframe public understanding of geoscience and inspire the next generation of geoscientists.
The campaign aims to address misconceptions, broaden participation, and showcase the critical importance of geoscience in tackling global challenges, from climate change and natural hazard mitigation to sustainable resource management and the energy transition.
This brand new initiative aims to raise awareness of the exciting opportunity of a geoscience career and provide clear, accessible pathways for young people to pursue their interest in it. The campaign is not only aimed at young people, but teachers, careers advisors, parents, carers, or those that influence young people’s career choices.
The Report
Alongside our public engagement campaign, we have published a comprehensive report that sheds light on three key aspects of the future of the geosciences.
- Pipeline: Delving into Geoscience career pathways from education to employment.
- Prospects: Exploring jobs, employer demand, salaries and the availability of careers advice.
- Perceptions: Explaining the methodology and materials that make up our public engagement campaign designed to reframe perceptions of geoscience.
The key findings evidenced by the report are:
- Geoscience is interesting, relevant, and critical to our future.
- Engaged and skilled geoscientists are essential to the future of the UK’s geoscience workforce.
- Geoscience offers a well-paid and future-proof career.
- Geoscience is diverse and accessible, encompassing many career pathways with opportunities for all.
- Geoscience values creativity, curiosity, collaboration, and leadership and can offer impact, innovation, and adventure.
To explore these findings in greater detail, I invite you to read the full report, which offers valuable insights and can be found here on ThisIsGeoscience.
Campaign resources
In addition to the foundational research, we sought to create exciting, interesting and relevant communication resources to show people how diverse and relevant the geoscience sector is to modern life.
These resources were created by the Society in collaboration with young people and those that influence their choices and are intended to be used and shared widely by the community.
We know through experience, that by creating engaging and high-quality resources that meet the needs of those they are designed for, they can have significantly greater impact.
Career resources
Our ‘Geoscience for the Future’ classroom poster highlights a range of 34 different geoscience sectors and visually demonstrates how these sectors contribute to society. This hugely popular resource has demonstrated the need for up to date, accessible, and engaging careers materials for schools.
To expand upon our careers resources, we have partnered with the careers advice platform Unifrog, a subscription-based careers advice web platform for school age students, offering extensive information about university courses, apprenticeships and careers in a wide range of fields.
We have sponsored a new insider’s perspective on geoscience on the Unifrog platform as well as careers videos focused on geoscientists, sharing the highlights of their careers, and the reality of their day-to-day jobs.
Our new career profiles feature both written and video interviews, offering personal insights into the diverse roles and skills of geoscientists working across different sectors. We are committed to expanding this library to showcase a wide range of career paths and voices, ensuring that the resources remain current, relevant, and reflective of the evolving geoscience sector.
Online resources
At our dedicated campaign website visitors can download the full report, explore and share our new career resources, from videos to career profiles, and access a growing collection of online campaign resources in a multitude of languages.
Another aspect of the campaign has been the creation of visual campaign assets that showcase possibilities and advantages of geoscience education and training. To break down some of the stereotypes that linger about geoscientists we ensured materials showcased a wide variety of ways of working – from working outdoors in the field, to working with different equipment, and working independently as well as working in or leading a team.
Conscious of the importance of belonging and the impact of visual representation when it comes to students making choices about their future, we took great care to make sure that our subjects were diverse and representative of the geoscience community.
These assets can be shared online on social media but also can be shared in schools and used during open days. We invite educators, students, and geoscience professionals to explore the website, share the materials with their networks, and help us inspire the next generation of geoscientists.
Explore ThisIsGeoscience here.
Written by Ashley Akingbade, Senior Education Officer at The Geological Society
©Ashley Akingbade, and the Geographical Association, 2025
