Young people aren’t just the leaders of tomorrow—they’re leading right now. They’re influencing culture, driving social movements, and embracing technology faster than most of us can keep up. They may not have a seat in the boardroom, but their influence is already being felt in every corner of society—including your bottom line.
As a mother of three and a leader at UNICEF USA, I’ve seen firsthand how this generation is stepping up. I’ve also seen a growing appetite among business leaders to meet this moment by actively engaging young people in shaping what comes next.
International Youth Day, observed on August 12, was a moment to reflect on how we do that with intention and imagination—building systems, products, and workplaces that are inclusive of the next generation and resilient for the long haul.
Engaging youth is a strategic advantage
Young people aged 15–24 make up 16% of the global population and are among the most values-driven, digitally fluent, and socially engaged generations we’ve ever seen. They’re setting expectations for what brands stand for, how leaders show up, and what the future of work should look like. Engaging them responsibly offers a real competitive edge—but just as meaningfully, it creates space for them to help shape a future they’ll actually want to inherit.
At UNICEF USA, we’ve embraced this as an opportunity. Our National Youth Council and Youth Representatives (ages 14–24) don’t just advise—they lead. They drive campaigns, influence policy, and activate peers across the country. Through our Child Friendly Cities Initiative, they partner with local governments to advocate for policies that make communities better for all children—not one day in the future, but right now.
And when one of our Youth Reps, Charlotte, took the stage at the Social Innovation Summit alongside leaders from Pinterest, lululemon, and UNICEF, she didn’t just speak—she delivered. Her reflections on a major youth mental health study brought the data to life and made the stakes more personal and urgent for those in the room.
As she spoke about the pressures young people face—from constant news cycles to the weight of global challenges—you could feel the room shift. It was a powerful reminder that when we make space for youth to speak for themselves, the insights are deeper, the solutions get sharper, and the work becomes more human. Charlotte didn’t just make the case, she embodied it.
Youth voices aren’t symbolic. They’re catalytic.
Young people are shaping tech
Today’s young people aren’t just adapting to new tools, they’re actively shaping how those tools are used. They’re early adopters, creators, and cultural accelerants, often outpacing the very systems designed to support them.
As a mom, I see it every day—kids are teaching us grown-ups what’s next. And as a self-proclaimed data and tech enthusiast, it’s exciting. The pace of innovation holds incredible promise for how we learn, work, and connect.
The promise of innovation is real—but so are the risks. To unlock its full potential for children, we need to design with their well-being in mind. That’s why UNICEF developed policy guidance on AI for children, shaped through input from technologists, companies, policymakers, academics, civil society, and even young people themselves. It’s meant to be a practical starting point that supports innovation while keeping children’s safety at the center.
If technology is shaping the future of business, then business must help shape a digital landscape that protects and empowers every child.
Every company has an impact on children
Even if your work isn’t centered on children, your impact reaches them through the products you build, the stories you tell, and the policies you set.
Investing in children pays off. Research shows that the return on investment for high-quality childcare and preschool programs, for example, was 13% annually per child. Those outcomes include health, IQ, maternal income, the child’s adult income, and crime involvement. The business case is clear—and so is the opportunity.
Whether it’s through ethical design, youth mentorship, inclusive community programs, or family-friendly policies, there are countless ways to help build a more child-friendly world. What matters most is doing it.
A more resilient future, built together
Business leaders across sectors are already asking sharper questions, bringing in new perspectives, and recognizing that sustainable growth depends on the well-being of future generations.
Young people may not be in the boardroom, but they’re shaping the world we’re building. Their influence is already driving culture, shifting expectations, and transforming markets. When we embrace that influence, we unlock stronger business and societal solutions—and design growth strategies that are built to last.
Michele Walsh is executive vice president and chief philanthropy officer of UNICEF USA.
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