The youth backlash: Can business afford to ignore it?

Europe’s young people are taking to the streets. From housing protests in Spain to demands for better schools in France, a generation is questioning whether hard work and education still guarantee a better future. And the disillusionment beneath the surface reaches far beyond Europe.

For corporate leaders, it’s a warning about the future of their workforce, their customers, and ultimately their business models. Are companies doing enough to address the growing divide between generations – or are they helping to deepen it?

In this episode of What Matters Most, Vanina Farber, Professor of Social Innovation at IMD, joins Hana Milanov to challenge how executives respond to youth disillusionment. “I think we need to fix the system,” she argues, pointing to hiring practices, AI-driven disruption, and the barriers preventing young people from building economic security. But simply listening to the next generation isn’t enough. “Are you giving voice? Are you giving agency?” Farber asks. Drawing on examples from around the world, she makes the case for moving beyond youth advisory boards and market research: Companies must bring young people into actual decisions, give them influence over solutions, and share the value they help create.

What Matters Most – the new podcast by IMD

The most important questions facing leaders today deserve more than headlines. Every week, IMD professors Hana Milanov and Tim Quigley invite faculty and voices beyond the campus for a cutting-edge conversation, helping leaders understand what is changing, why it matters and what to do about it.

New episodes every Tuesday. Subscribe to What Matters Most on Apple,. Spotify or your favorite podcast platform.