Chasing Meaning:
How Youth are Hustling Through Life

In an attempt to speak the language of today’s youth, industries often rely on “youthful” buzzwords. These terms are meant to make brands appear in tune with the generation they seek to engage. But do these buzzwords actually resonate with how youth see themselves? We asked our panel of youth to unpack what these words truly mean to them - and the results were both insightful and revealing, highlighting significant challenges in how brands communicate, or rather miscommunicate, with this generation

Take "woke," for example. Many companies use the term to position themselves as socially aware or progressive, thinking it resonates with youth. However, when asked, only 2% of youth associate “woke” with being socially or politically informed and progressive. In fact, 31% see it as simply "being awake" from sleep, a completely disconnected meaning. The majority, however, view "woke" as something that they don’t necessarily aspire to become -largely because they were the pioneers of this cultural shift. In their eyes, the term has become overused and diluted, leaving them to seek deeper and more authentic connections with the world.

One word that truly stands out in how it has evolved for youth is “connected.” When industries use the term, they often think of it in a digital sense - social media, networks, online communities. Yet, only 5% of youth associate "connected" with digital activity. Over 60% redefine it entirely: for them, being connected is about networking and building real-life relationships with people who can help guide them, present opportunities, and offer support. The remaining 25% see being connected as having meaningful relationships that provide a sense of belonging in a world that often feels disconnected and chaotic. Despite being digital nomads who navigate a virtual space, youth increasingly crave tangible, real-world connections.

They are collaborators, always looking to create opportunities not just for themselves, but for others too. However, as they become more aware of the challenges they face, their inner circle becomes more carefully curated. In fact, 70% of youth report that their inner circle consists primarily of close family and friends. Trust, loyalty, and unconditional support are critical for inclusion. The mother figure, in particular, remains central to their support system. Loyalty is non-negotiable, and they deeply value vulnerability and authenticity - traits that reflect their innate desire for real human connection.

But the youth’s search for meaning doesn’t stop with relationships. They actively seek lives filled with purpose, and they rate the importance of leading a meaningful life at 4.6 out of 5. For them, a meaningful life means being able to express themselves fully, live according to their values, and pursue their passions without compromise. Interestingly, while they share this goal, the definition of what constitutes a meaningful life varies vastly from one individual to the next. Even if they all achieve this goal, their lives will be uniquely different, shaped by their personal choices and values.

A significant common goal, however, is financial stability - a desire that 95% of youth identify as crucial. They rate it 4.8 out of 5, but despite recognising its importance, the reality is that very few have reached that level of security. Financial stress is a consistent theme for youth, with many still grappling with how to make ends meet. This brings us to perhaps the most defining word of this generation: hustle.

Youth today are hustlers in every sense of the word. They work hard, are incredibly resourceful, and jump at every opportunity that comes their way. Whether it’s taking on side jobs, launching small businesses, or investing in their skills through education, they are relentless in their pursuit of financial stability and a meaningful life. They’re grinding through obstacles, making the most of what they have, and finding ways to make their aspirations a reality.

But this relentless drive comes with its own set of challenges. Youth today are used to navigating a world full of obstacles rather than opportunities. They didn’t grow up being taught how to handle failure or hardship; instead, they learned through their own lived experiences. The result? An acute awareness of the recurring mental health challenges they face. Over 93% of youth can clearly identify signs of 'bad mental health' and are proactive about monitoring themselves and their inner circle. This generation has lived through tough times and is more than aware of the emotional toll it can take. Yet, with limited external support, they are left to manage their mental health largely on their own, trying to juggle their emotional states while continuing to hustle. Almost all members of our panel express having experienced depression, anxiety, and intrusive thoughts at least once, underscoring the personal toll that mental health struggles take amidst their daily grind.

Despite this, youth remain undeterred. Their resilience is part of what makes them so distinct. But there’s more to this generation than just their drive. They crave authenticity. This is where brands have an opportunity to truly connect. Youth are constantly being judged for being “too sensitive,” “too detached,” or “too cutthroat” - but in many ways, these judgments miss the mark. What they’re showing us is what they want to see in return: truth. They want raw, unfiltered engagement - no pretences, no gimmicks. Youth have been transparent about their struggles and triumphs, and they expect the same transparency from those they interact with, including brands.

If companies want to break through to youth, they must prioritise authenticity - something that youth rate as just as important as being true to themselves and living a meaningful life. It’s not enough to rely on buzzwords or jump on trendy causes. Youth are savvy - they can quickly spot when a brand is trying too hard. Instead, brands need to engage with sincerity, honesty, and respect for the youth’s hustle and struggles. Authenticity isn’t just a preference for them; it’s a core value. If brands want to earn a place in the youth’s inner circle, they must offer real value, be vulnerable, and support their journey toward reaching their optimum, meaningful life.

The youth will continue hustling long after they achieve their current goals - it's embedded in their DNA. They will relentlessly pursue self-actualization, meaning, and financial stability, all while carefully curating their circles of influence. But amidst this drive, there is a space in their lives for brands and companies that are willing to step in and meet them where they are - authentically and without pretence.Are you ready to be part of their world and enter their inner circle? They’re holding that space – if you’re ready to be real with them.

Written by,

Jessica Lyne
YDx Research Analyst