2025: The Year of Empowering Youth – How Brands Can Truly Connect with the Next Generation

As we step into 2025, it’s crucial to remember that the challenges faced by today’s youth aren’t something that stayed behind in 2024. If anything, those challenges have grown, and the urgency to address their needs is more pressing than ever. The reality is, while the calendar may have shifted, the issues that define this generation persist and evolve.

The youth of today - one of the most stressed generations in history - are navigating an increasingly complex world. From the weight of societal and environmental crises to the intense pressures of an unstable job market, the struggles are undeniable.

Financial Concerns (39,25%), Future Uncertainty (32,42%) and Employment/Unemployment (30,27%) respectively, are the most pressing areas of stress and concern to the youth and are all considered “extremely stressful” (Youth Matters Survey 2024)

Yet, in the face of these immense challenges, one thing has become clear: This generation is not waiting for change. They are creating it. But here’s the question: are businesses ready to walk alongside them, to genuinely help them shape their futures, or will they miss the opportunity to truly connect?

Despite facing overwhelming uncertainty, today's youth are determined to carve out their own path. They are pragmatic, self-reliant, and fiercely individualistic. This is a generation that, more than ever, values authenticity, transparency, and alignment with personal values. They are less interested in conforming to mainstream ideals and more focused on cultivating unique identities that set them apart from the crowd.

But don’t mistake their individuality for passivity. They are not content with the status quo, and they are deeply attuned to the challenges around them - whether it’s climate change, political instability, economic inequity, or mental health. They see these issues as their responsibility to address. And while they are incredibly woke to the harsh realities of the world, they are equally determined to create a life that reflects their passions, their values, and their individual ambitions.

This is the reality that brands must contend with as they seek to connect with the youth. The traditional methods of mass marketing and “one-size-fits-all” messaging simply don’t work with a generation that is as diverse, complex, and sceptical as they are. What they want from companies isn’t just products, but genuine connection, opportunities to learn, and empowerment.

Contrary to the stereotype that they are hyper-focused on materialism, today’s youth are more practical and discerning than many give them credit for. Yes, they like quality products and enjoy indulging in things that bring them joy. However, their focus isn’t just on consumption - it’s on empowerment. They are pragmatic and far from frivolous. They aren’t looking for handouts or the promise of instant gratification.

Rather, they are seeking opportunities to be heard, to make an impact, and to learn from those who have paved the way before them. Many have experienced firsthand the struggle of entering a hyper-competitive job market, and they know that success is not handed to you - it is earned. They are constantly upskilling, acquiring new knowledge, and refining their capabilities, in order to stay relevant in an ever-changing world.

A staggering 70% of today’s youth - despite holding one or more tertiary qualifications - are continuing their education by taking online courses in areas such as entrepreneurship, coding, digital marketing, AI, and psychology (Youth Matters Survey 2025). These are the skills that will not only prepare them for an uncertain workforce but also enable them to become self-sufficient in a world that has not always been kind to them. Alarmingly, only 25% of the youth have been offered a work experience opportunity, or have been personally approached by a company post-graduation (Youth Matters Survey 2025) so it serves as no surprise that they are actively equipping themselves with the tools that will enable them to thrive, whether that means securing a formal job, or becoming their own boss.

So, how can companies genuinely connect with this generation? The answer is simple: by empowering them.

Youth today are not looking for brands to shower them with products. They want real, meaningful tools and opportunities. They crave exposure to working systems, to knowledge, to learning from professionals who are willing to share their expertise. While a pay check is appreciated, many youth are just as eager for the chance to shadow someone in their field, to learn about the inner workings of a company, and to understand what it takes to succeed.

The gap between formal education and the realities of the workplace is jarring, and youth are filling that gap on their own - through online courses, internships, freelance work, and self-initiated projects. But they need your help. They need access to industry insights, mentorship, and guidance. In short, they need you. By offering opportunities to learn, to be mentored, or even to simply observe, you can offer something more valuable than a product or pay check: the opportunity to shape their futures and empower them to succeed.

Another key to connecting with the youth is embracing a mindset of local loyalty. Today’s youth are passionate about supporting local businesses and brands, and they are loyal to those who engage with them authentically and meaningfully. They want to see businesses that share their values, that are transparent in their operations, and that are contributing positively to the community.

For brands, this means focusing on long-term relationships rather than short-term transactional goals. It’s about building a connection with youth that goes beyond marketing campaigns or one-off promotions. It’s about creating a partnership - one that empowers the next generation of leaders, creatives, and entrepreneurs.

As we look toward 2025, the opportunity to make a meaningful connection with youth is clear. They are not asking for much: just the chance to be seen, heard, and empowered. They want the tools to create change and opportunities for themselves, and they want to learn from those who have the expertise to guide them.

So, rather than simply pushing products, ask yourself: How can we provide more opportunities for youth to grow, to learn, and to shape their future? How can we offer real value that goes beyond the sale? In a world where the youth are more stressed, more self-reliant, and more aware than ever, the brands that succeed will be those that invest in their futures - not just as consumers, but as future leaders.

As companies, we have the chance to be part of that journey. Let’s ensure we are empowering the youth to become the best versions of themselves, because when they succeed, we all do.

Written by,

Jessica Lyne

YDx Research Analyst