And how they can do so meaningfully

PERSPECTIVE

Businesses need to engage with young people to stay relevant

And how they can do so meaningfully, by Louise Pulford

There is a pressing need for fresh thinking and action to solve today’s big and complex global challenges. To reimagine better and more sustainable solutions, businesses need to actively and authentically involve new and different voices and perspectives – particularly those of young people.

The more than 1.8 billion young people around the world will make up a significant future workforce, are critical consumers of products and services, and care deeply about sustainability, climate change and other global challenges. And with less than half of Gen Zs and millennials believing that business has a positive impact on society, according to a 2024 Deloitte survey , it is critical that the private sector gets buy-in from young people.

Raised in the digital era, millennial and Gen Z tech fluency can help businesses stay ahead of the curve. Embracing their diverse viewpoints and lived experiences can also foster a more inclusive and collaborative workplace. Early youth engagement can also strengthen employee participation and retention, and prepares the next generation of business leaders for long-term career success. This involvement is not just beneficial for business; it is essential. Their forward-thinking, creative perspectives, and challenge to the status quo, can help drive innovation in new directions and ensure that businesses stay relevant.

So how can meaningful engagement work? “Meaningful” means that these efforts are not just tokenistic on the part of a business or an attempt to tick off DEI or ESG reporting requirements.

This engagement can take many different forms, depending on business needs and priorities. It may be done internally through initiatives like thoughtful onboarding, robust learning and development, and active listening, or externally by involving outside stakeholders.

Bringing in other partners could involve external youth councils to shape community decisions, as seen with the Youth Forum of property company Grosvenor. With youth engagement consultancy 2-3 Degrees , Grosvenor worked with a cohort of young people over seven months to give them a say in the redesign of a square in Mayfair.

From an internal standpoint, examples such as Adecco’s CEO for One Month programme provide young employees with opportunities to engage with senior leaders, contribute to decision-making, and advance their careers – and take home a CEO salary. Likewise, Estée Lauder’s long-established CEO Global Reverse Mentor Programme see more than 650 reverse mentor participants and over 40 programmes globally.

And initiatives like Nestle Needs YOUth and Sodexo’s Apprenticeships play a strong role in developing young people’s skills to prepare them for the workplace by providing employment opportunities.

At SIX, we want to draw attention to more of these examples (particularly ones outside of the Global North) to provide inspiration and offer a roadmap for businesses looking to engage more meaningfully with young people. To share what your business is doing, or to learn more about how you can have a bigger impact, please get in touch with our team at [email protected] .

Louise Pulford is CEO at the Social Innovation Exchange (SIX).