Over the past decade, 95% of people who’ve come to Who’s Your Momma, the free mentoring programme powered by SheSays, say they are unsure where to take their career next. That tells us something important: many creatives are not getting the support or direction they need from inside their day jobs. And with the current pressures on the industry, they need direction and backing more than ever.

The creative industry is not celebrating talent right now. It is squeezing it. Across agencies and studios, people are working harder than ever, often with fewer resources, smaller teams and a constant awareness that their role may not be secure. The fear of being replaced, whether through AI, restructuring or cost cutting, is something many creatives quietly carry.

In the middle of all this instability, we still expect people to stay inspired, resilient and endlessly creative. It is not realistic, and it is not sustainable. This is where mentoring has stepped in. To fill the void. 

At Who’s Your Momma, we have spent ten years mentoring women and non-binary creatives through these pressures. We have supported more than 1,000 mentees, from those in the early stages of their careers to senior leaders navigating change and complexity. Marking our tenth anniversary has only strengthened our belief that mentoring is not something extra, but essential. It helps creative people stay, grow and thrive. It helps them to remain in roles and find new ones. 

When we began in 2015, there were far fewer women in senior creative roles. A decade later, representation has improved, and mentoring has played a part. It helps people feel seen. It strengthens confidence. And it shows people they do not have to navigate their careers alone.

Mentoring is not only for women, juniors or those who are struggling. It is a strategic tool that strengthens the entire industry. We are working through a time of compressed teams, reduced budgets, internalisation of creative work and restructuring at speed. In these conditions, mentoring becomes a stabilising force. It offers clarity and continuity in a world that rarely stands still.

Talent today needs guidance, support and a sense of being backed. People need space to think out loud, test ideas and develop direction. Most are not looking for someone to dictate the way forward. They want someone who helps them see possibilities and move toward them with confidence. Mentoring makes that possible.

Yet mentoring is still often treated like a lucky accident. Even with formal programmes across the industry, many people remain unsure how to find a mentor, or even if they are allowed to ask. We wanted to change that and make mentoring visible, structured and open to everyone.

That’s why we created Mentoring Unwrapped, two free playbooks, one for mentors and one for mentees. They are practical, generous and full of reflections from our Momma Mentors. Their goal is simple: to make mentoring easier to access and easier to offer.

We also introduced our Open to Mentor LinkedIn sticker, downloadable from our website, enabling anyone to signal they are open to being approached. It makes the first conversation easier and removes the mystery of who’s available to help.

Over the last decade, we have also learned that mentoring does not need to come from one person. Many people build what we call a personal board: a small circle of mentors who each offer something different. Someone who understands the day-to-day. Someone who helps frame the bigger picture. Someone whose thinking stretches yours. Careers evolve, and mentors evolve with them.

We have seen the same truth again and again: nobody progresses alone. The people who thrive are the ones who stay connected, keep learning and grow through conversation, not just output.

 

So what does this mean for anyone looking for their next role in the industry? This year, we’ve been encouraging our mentees to think in three directions: Switch Up, Set Up, and Stand Out.

• Switch Up: Your skills are more transferable than you think. You can move in-house, switch disciplines, or shift into emerging areas like AI or experience design. Your craft is valuable but so is your perspective. Don’t wait for permission to evolve.

• Set Up:  Side hustles aren’t just about extra income. They show direction, energy and self-leadership. They can be small, playful, creative experiments  or stepping stones to a future role or business. They show what you care about and your potential, not just what you’re assigned.

• Stand Out: Visibility matters, especially now. Share your work, your thinking, your process, your curiosity. People don’t hire talent they never see. And self-promotion isn’t bragging,it’s signalling. It says: I’m here. I’m doing the work. And I’m growing.

And lastly, share that you are mentored. Being open about mentorship shows ambition, commitment and self-awareness. It signals that you invest in your own development and that matters just as much as your portfolio.

This is the culture we want to build. One where mentoring is not a quiet privilege, but a shared practice. One where support is part of the creative ecosystem itself.

Our hope is simple. That mentoring becomes so embedded in the industry that nobody has to ask for it, because it is everywhere.

When mentoring is visible, generous and widely shared, the industry becomes stronger. For now, and for whatever comes next.