The power of education: the new Four Cs for Gen Z’s future

The young people of today are facing unprecedented challenges, a storm of global concerns that jeopardises their future careers. The “four Cs” – COVID, conflict, climate change, and the cost of living – have cast a long shadow over the lives of Generation Z (Sanvee 2024).

Generation Z – also known as Gen Z – refers to people born in 1996-2010. They are known for being the first generation that has not known life without internet and places a strong emphasis on values. The speed of change during their lifetime has been unprecedented due to advances in technology. They also feel uncertain and anxious about the future due to the many ongoing global conflicts and challenges (McKinsey & Company 28.8.2024).

But amidst this darkness, there is a beacon of hope: education. The key lies in cultivating a more hopeful set of ‘four Cs’: creativity, critical thinking, communication, and collaboration. At Haaga-Helia, we give our students ample opportunity to practice these vitals skills to open doors to their future careers.

Troubling trend: Gen Z becoming NEET

Based on research of 10,000 young people aged 18-35 years in 120 countries by World YMCA (2024), an alarming 20 % of them are not in education or employment. According to OECD (2024), the percentage of young people (aged 20–24) who are not in employment, education, or training (NEET) is generally lower in the Global North, with rates such as 12 % in Finland and around 20 % in both Greece and Spain.

In contrast, many of the emerging and developing economies in the Global South experience significantly higher NEET rates, exemplified by South Africa, where a staggering 55 % of young people (mostly female) are neither employed nor in education or training. NEET is one of the indicators for United Nations Sustainable Development goal number 8, decent work and economic growth, and the target is to reduce the proportion of NEET youth (United Nations 2023) who face the risk of social and economic exclusion due to their lack of skills. These statistics underscore the urgent need for education to prepare Gen Z with the skills necessary to navigate a competitive job market.

Creativity: From unemployment to empowerment

Currently, higher education institutions (HEIs) frequently face funding reductions. Many must operate with reduced resources, leading to streamlined course offerings and teaching methods. Creativity may not receive as much attention as before, but it has not been forgotten entirely. Many courses encourage students to apply their skills in a creative way on both the physical and digital fronts.

We encourage our students to use pen and paper, write their notes by hand and come up with creative solutions. Many of the methods and tools we use allow students to apply their creative skills to practice, e.g., design sprints and other service design methods offer a chance to sketch and build prototypes. The Lab8 Service Experience Laboratory website and especially its Tool Factory includes dozens of templates to put our students’ creative juices flowing! Further, Haaga-Helia’s own Krea agency offers marketing and communication students an opportunity to collaborate with client companies to design creative content and digital solutions.

By providing access to business education and mentorship, young minds are encouraged to innovate and create jobs. At Haaga-Helia, we work with businesses in projects to provide students with opportunities to gain work experience and learn about different career paths. Work placements are also an integral part of all Haaga-Helia undergraduate degrees.

Critical thinking and communication: bridging the skills gap

The World Economic Forum (2023) has predicted that there is a skills gap, a mismatch of skills needed, and skills being developed. A significant concern among young people today is the disconnect between their skills and the job opportunities available. Gen Z desires jobs that empower them, enrich their lives, offer opportunities for growth and a healthy work-life balance as well as provide a sense of purpose. (Sanvee 2024)

Despite these high expectations, many young people feel ill-prepared for the demands of the modern workforce. One in four believe they lack the necessary qualifications and experience to pursue a career or start a business. One of the most prominent skill gaps lies in digital literacy, a critical competency in today’s technology-driven world. (World YMCA 2024.)

Proficiency in digital tools and strong communication skills are essential for navigating the job market, networking with potential employers, and collaborating with colleagues. Educational institutions must prioritise these skills to ensure that young people are equipped to succeed in the digital age. At Haaga-Helia, we encourage students to participate in business events like the Nordic Business Forum to become acquainted with industry ways of working. Students are also given opportunities to contribute to campus social media posts about their projects and engagements.

Collaboration: from anxiety and isolation to hope and community

The concerns expressed by young people about climate change, mental health, economic and geopolitical insecurity, and the lasting impact of COVID isolation and loneliness highlight the need for a comprehensive approach that addresses these challenges (World YMCA 2024). Universities need to emphasise the mental health and well-being of students beyond providing just counseling services.

Haaga-Helia (2024) promotes diversity, inclusion, empathy, fairness, and ethical decision-making in the curriculum and extracurricular activities, fostering a sense of belonging and respect for different cultures and perspectives. There are courses on wellbeing and self-leadership skills and many students get involved in tutoring to get hands-on experience of these competencies.

Furthermore, Haaga-Helia aims to improve the collaborative atmosphere and belonging to the student community by focusing on presence on campus and course attendance requirements this year (Haaga-Helia 10.5.2024). It is important to develop collaboration skills already during the studies.

At Haaga-Helia, we address the challenges and concerns of young people by cultivating creativity, critical thinking, communication and collaboration. By focusing on these four Cs, education can help young people develop the skills they need to overcome the challenges of unemployment and secure fulfilling careers.

Picture: Haaga-Helia