The Covid pandemic has shaken everyone’s roots. Previous certainties were abandoned overnight and day to day life took on a form that had never before been experienced on such a global level.

But while everyone suffered to greater or lesser degrees, it was young people – from school children to university students, to those just starting, or trying to start, out in the workforce – who have been disproportionately affected. Despite being the group least likely to suffer physically from the virus, their mental toll has been greater – one in four 16- to 25-year-olds say they feel ‘unable to cope with life’ rising to 40% among NEETs according to research by The Prince’s Trust.

All students have been disadvantaged by the disruption, uncertainty and lack of face-to-face teaching – although for some groups this has been more acute than others. Overall, almost half (47%) of young people worry that missing out on time in education or the workplace now will put them at a disadvantage for ‘years to come’.

So clearly for anyone interested in young people’s – and indeed the world’s – future, supporting this generation so that they can emerge from this challenge positive, and hopeful is paramount. There is considerable scope here for brands to get involved with educational programmes and wider support to ensure young people feel they have the skills needed to embrace new opportunities and make up for lost time.

New economic forecasting shows that while young people’s employment has been worst affected by the pandemic with under 25s accounting for three in five jobs lost, youth unemployment is expected to climb further, even as the economy recovers.

Therefore, there is a job to be done in empowering young people – to give them a sense of agency – so that they can move forward. Brands are perfectly placed to help – the core of their marketing is based on messaging and communication around inspiring confidence, so it is well within their expertise to transfer that to helping empower young people and to inspire them.

For young people to see themselves as agents of their own future will help lead to better outcomes for them. There are several considerations brands need to make as they approach this, not least to bear in mind that we still don’t know how things will pan out when schools return in September. For as schools have had to learn to be adaptable, so too have young people. Ultimately, with the right support, this could be a period that instils vital life skills for students such as resilience, adaptability, and even the ability to work remotely.

Building an ecosystem where young people can thrive

Companies have had to face all the challenges of the past year and overcome them to survive. As employers, they know better than anyone what skills they need from the next generation coming into the workforce. So, brands embarking on education programmes can draw on that knowledge to create the appropriate materials and tools – ones that are less about overt brand building and more about young people’s skillsets.

Microsoft’s ‘Explore the Digital Future’ programme is targeted very much at helping young people get ready for their future working life. It aims to give students the digital skills they need and uses Microsoft’s resources to create usable lessons centred on making technology accessible.

Similarly, pharma giant, GSK, has established its STEM Education programme which includes a student zone to help young people see that what they learn at school can help to solve real world challenges and problems. It promotes a career in STEM with stimulating and interactive exercises, information and activities.

The leap from school to working life is huge and it is those organisations that will be employing the next generation that can offer real insight into where any skills gaps lie – and act to help plug that gap.

What’s interesting is that even with the difficulties of the past 18 months and its toll on young people, many are more motivated than ever to make a positive change for their future. The Prince’s Trust research found that three quarters (74%) of young people agreed that ‘my generation can change our future for the better’ and more than half (58%) agreed that they are ‘more motivated than ever’.

With the right connection and communication, brands can help young people overcome their sense of lost opportunity, and instead embrace new opportunities to make up for lost time. By inspiring young people, and helping build their skills and confidence, they can be active players in supporting young people gain much needed agency.