What 2024 Taught Us About Gen Z and Gen Alpha

Building a Future With Young People

As we enter 2025, one thing is clear: Gen Z and Gen Alpha are shaping the future.

These two generations are redefining what working, learning, and living in our instant-access, instant-gratification world means.

Reflecting on the research, learning and youth insights from 2024, I see enormous opportunities for businesses, educators, and policymakers to better support and engage with young people.

Here’s what we learned — and why it matters for us all as we prepare for 2025.

Defining Good Work

In 2024, young people delivered a clear message about what "good work" means.

According to the Youth Futures Foundation, “good work” is about feeling valued, supported, and respected. It’s not just about decent pay (though critical) but also about creating inclusive workplaces that prioritise mental health and offer opportunities to make meaningful contributions.

“Good work protects your health and wellbeing. You’re excited to tell your friends and family about it because you’re proud of it.” — Youth Futures Foundation

Employers take note: Gen Z is walking away from roles that don’t meet these expectations.

The rejection of hustle culture?in favour of better?work-life balance?is not a trend; it’s non-negotiable.

Navigating Crisis Fatigue

Gen Z continues to grapple with the aftermath of the pandemic, the cost-of-living crisis, and climate anxiety. While they remain committed to addressing global challenges, their focus has shifted to more immediate concerns, such as their own mental health and financial security.

The Good Childhood Report highlighted rising rates of anxiety and declining well-being among young people, underscoring the need for systemic support.

Businesses and policymakers must address these realities by:

• Providing accessible mental health resources.
• Creating transparent financial pathways for young employees.
• Listening to young voices when designing support systems.

The Dark Side of AI Technology

As reported by Sky News, the tragic story of Sewell Setzer III, (aged 14) and his interaction with an AI chatbot was a sobering reminder of technology’s risks. Companies must urgently implement ethical safeguards, especially for young people using their products.

AI should empower, not exploit. This means:

• Establishing ethical guidelines for AI development.
• Ensuring AI tools prioritise safety and mental health.
• Actively involving young people in shaping tech policies.

A Decline in Deep Reading

Atlantic News reported a concerning trend confirmed by a top academic: even elite university students struggle to engage with long-form texts.

Smartphones and social media have reshaped how young people consume information, prioritising brevity over depth. This has far-reaching implications for education and the workforce.

Educators and employers must adapt by:

• Encouraging sustained focus through mindful tech use.
• Offering habit-forming opportunities for critical thinking and reflection.
• Designing environments that support deep, uninterrupted work.

Amplifying Youth Voices in Big Tech

In 2023, TikTok launched its Global Youth Council, an initiative connecting young users with decision-makers to co-create solutions. This participatory model underscores the power of embedding youth perspectives into corporate strategies. Council members have already influenced changes in digital well-being and content moderation.

Organisations that invest in young people as partners see significant benefits.

Companies can shape policies and influence decisions with young people as equity partners by creating platforms for idea-sharing, engaging in future-proofing dialogues, and creating spaces for problem-framing and solution synthesising.

Conversely, the UK government has often failed to follow through on promises to meaningfully engage young voices, leading to confusion, frustration, and growing political apathy among young people. Arguably, it's one of the reasons that the Conservatives lost votes this UK election season.

Indeed, it's time we learned that listening to, valuing, and acting on youth perspectives enriches decision-making and is mandated by legislation such as the UNCRC Children’s Rights Articles.

Embracing youth voices isn’t just the right thing to do—it’s necessary for equitable and effective policymaking.

Life Lessons From Kris Hallenga’s Story

The BBC’s tribute to Kris Hallenga, founder of CoppaFeel, was a poignant reminder of the impact one young person can have. Diagnosed with terminal breast cancer at 23, Kris transformed her experience into a movement that continues to save lives amongst her peers.

Her philosophy? Focus on joy, purpose, and meaningful action.

As Kris said at her “FUNeral”: “Let’s seize opportunities, live fully, love deeply, and make today count.”

Her legacy challenges us to centre empathy and purpose in everything we do, whether in business, education, or advocacy.

Why This Matters for 2025

These lessons from 2024 are more than reflections; they should be our 2025 roadmap.

To build a future with young people at its core, we must:

• Redefine workplaces to prioritise wellbeing and inclusivity.
• Tackle the mental health crisis with tangible, sustained actions.
• Leverage technology responsibly, ensuring it empowers rather than exploits.
• Listen to and amplify youth voices across every sector.

As my team and I move into 2025, we will focus on not just preparing young people for the world but also?preparing the world with them.

Your Turn

What change can you and your organisation commit to in 2025, using the lessons from 2024 to support young people better?

Citations:

1. Youth Futures Foundation, "Good Work Report"
2. The Good Childhood Report 2023, Children’s Society
3. Sky News, "Mother Says Son Killed Himself Because of AI Chatbot"
4. The Atlantic, "The Elite College Students Who Can’t Read Books"
5. BBC, "Living Every Second: The Kris Hallenga Story"
6. TikTok Global Youth Council, 2023 Launch