So said the front page headline of last night's Evening Standard, reporting comments by McDonalds' UK marketing chief. With much huffing and puffing in many quarters as a result I'm sure.
But maybe there's some truth in the claim that our 'sausage machine' fixation with maximising the numbers in university-based education isn't working. And more than that, has had detrimental effects that aren't best serving the people the system is supposed to be empowering for the future.
We've killed off apprenticeships (except for idiots on TV), undermining the practical skills base of the country, devalued on-the-job training (what about all the captains' of industry who started in the post room?), stymied the entrepreneurial spirit born of necessity which has driven many of our greatest successes, and replaced all this (if I can get a bit Daily Mail for a moment) with coraling people into pointless degrees from equally pointless 'universities'.
The result? Hoards of unemployable, heavily indebted graduates who, under other conditions, might already be making successes of their lives. Whilst those who would benefit from a university education often remain priced out or find they've been sold a pup when they get there (given the parlous state many establishments seem to be in)…with the knock on effect this has on the nation's intellectual capital.
So let's dump the dogma and agree university isn't right for everyone - I'm sure there's many who don't want to be there but just feel presurised to stay on the conveyer belt - and do away with a flawed system that still manages to exclude many who would benefit from attending the best universities.
Because surely the point is not that everyone must a degree (with this somehow a silver bullet that will overcome all national woes), but that everyone should have the opportunity (and right) to pursue the best educational and career path for them, regardless of social background and means - a level playing field with multiple choices that are (ideally) free for all.
Posh plumbers mates and poor philosophy students, it should make no difference.
Which has nothing to do with brands or marketing, but there you go :o)