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The world is undergoing fast-paced disruption that is being driven further by the impact of artificial intelligence on our lives, especially at the workplace. This change will bring significant opportunity to revolutionize society and enhance business competitiveness. Nonetheless, the rapid rate at which it is occurring also poses a considerable challenge: Are we ready to adapt?
The Tomorrow’s skills report sets out the findings of a wide-ranging, international survey conducted on 15,000 adults aged between 18 and 65 in 15 countries* in Europe and the Americas (1,000 participants per country).
*Argentina, Belgium, Brazil, Chile, France, Germany, Italy, Mexico, The Netherlands, Poland, Portugal, Spain, the UK, the US, and Uruguay.
What is society’s opinion on lifelong learning and the transformation of the skills that the job market demands? Below are the report’s key findings:
In fact, eight out of ten survey participants feel the need to continue broadening their skill set through lifelong learning. The three key reasons behind lifelong learning are to meet job market and new technological demands; boost employability and professional competitiveness; and increase efficiency and productivity at the workplace. 38% of the survey participants feel that the training they have received has not prepared them sufficiently for the job market and 39% would now choose to study something different.
Though 81% of the survey participants show a clear willingness to continue learning, they consider the cost (44%) and a lack of time (31%) as the largest barriers to picking up new skills as an adult.
58% agree that their knowledge of AI will be crucial to enter and remain in the job market, though many have been left disappointed with the training they have received in this area.
Technological disruption and new consumer habits are triggering constant shifts in companies’ demand for jobs. Seven out of ten participants believe that future generations will work in roles that are yet to exist.
43% think that companies should take the reins when it comes to their employees’ lifelong learning, while 29% assume this responsibility for themselves. Moreover, though one in every four participants say the public sector should be behind this, 39% of the survey participants deem the public sector's lifelong learning proposition insufficient.
45% think practical experience and informal education (self-teaching, courses, workshops, etc.) will be more important than formal education (e.g. a degree). Technology and digitalization lead the way in the priorities for career development, followed closely by health and well-being.
45% of the survey participants lean towards training programmes and content delivered by renowned experts.
Personal and professional paths will be shaped by each person's critical point in life, as we embrace change and uncertainty as a natural part of our development. 69% of the survey participants prefer hybrid or online lifelong learning models.
Santander's commitment to supporting communities focuses on higher education, employability and entrepreneurship, as well as financial education initiatives and help to vulnerable groups.
One of its key initiatives is Santander Open Academy, a global learning platform where anyone can get access to training courses to develop their skills and boost their employability.
Investment target 2023-2026
EUR 400 million
in education, employability and entrepreneurship
In 2024
+2.2 million
people and businesses supported
In 2024
+ 1.100
universities and institutions we partner with
Rebuilding the learning path
Traditional education is no longer enough to address the challenges of today's job market. Though 60% of the survey participants hold their mandatory education in high regard, 38% believe it failed to prepare them for the world of work. This opinion is more prominent among young people and those who did not take their studies beyond the mandatory requirement. Conversely, those who studied at university show greater satisfaction, which highlights the role of universities as drivers of opportunity.
Skills market
The roll-out of artificial intelligence and digitalization are revolutionizing the job market. 70% of the survey participants believe that jobs that are yet to exist will emerge, and 61% agree that AI and data science will feature among the most in-demand areas in the next five years. Against this backdrop, digital learning platforms are increasing in popularity as an alternative. Though the vast majority (89%) admit to being unaware of these upskilling and reskilling tools, six out of ten participants declare they are open to using them.
Opportunity crossroads
Education, employability and entrepreneurship are intertwined pillars that we must manage together to ensure sustainable development.
Thus, there is a clear wish for shared responsibility when it comes to lifelong learning. 43% of the survey participants believe that companies should be leading this, while 29% assume this responsibility for themselves.
A geographic outlook
While the major trends uncovered in this report are global, the regional comparison offers some significant disparities. Europeans lead the way in occupational mobility, though demonstrate less satisfaction with the education received. North Americans hold practical experience and informal education in higher regard, whereas Latin Americans stand out for their willingness to learn on their own initiative.
AI, digitalization and soft skills are the priority for the future of work in every region.
Please find below a breakdown of the findings by country:
Ana Botín says...
The rise of artificial intelligence is not just transforming how we work; it’s reshaping how we live and learn. This shift brings enormous opportunity to enhance productivity, boost competitiveness, and create new value. But it also raises an urgent question: are we ready to adapt to this new reality? At Santander, we believe businesses must be part of the solution. That’s why we’re investing €400 million between 2023 and 2026 to support education, employability and entrepreneurship. With initiatives like Santander Open Academy, we aim to support lifelong learning, helping people upskill, reskill and unlock new opportunities—so no one is left behind.
