With International Youth Day once again approaching, we explore how young people are shaping the future of the planet, one trend, one click, and one cultural wave at a time
Every year on 12 August, the world hits pause, if only for a moment, to recognise the impact, potential, and power of young people. International Youth Day is a global celebration of energy, innovation, resilience, and ambition. Established by the United Nations back in 1999, the day aims to draw attention to the challenges facing youth around the world, while simultaneously championing their role in building a better tomorrow.
In 2025, the theme “Youth Empowerment for a Sustainable Future” perfectly captures the spirit of a generation that’s switched on, logged in, and ready to lead. With 1.2 billion people between the ages of 15 and 24 already making up 16% of the global population, a figure that is set to rise further in the coming years, the message is clear: the future isn’t just shaped by young people, it belongs to them.
More Than Memes and Dances
It’s easy to joke about TikTok dances or the latest viral plush obsession (yes, we see you, Labubu) when speaking about the youth of today. But make no mistake, today’s young people are not just consuming culture, they’re creating it. The world is shifting, with the likes of K-pop fandoms setting new standards for digital activism and Gen Z influencers raising awareness around everything from climate change to mental health, this is a generation that uses every tool at its fingertips to make noise, and more importantly, make change.
A few decades ago, subcultures lived on street corners and in fanzines. Today, they’re built in seconds, shared in reels, and reshaped with every scroll. What starts as a trend, be it a dance, a challenge, or a joke, can quickly snowball into something that captures global attention. That’s the magic of this generation. It blends humour with humanity, content with conscience. It’s why a seemingly silly video can spark conversations about social justice, and why brands that once marketed top-down now scramble to keep up with bottom-up buzz.
Digitally Native, Globally Active
This isn’t just the first generation raised on YouTube and Instagram; it’s the first that instinctively knows how to go viral, how to spark a movement, and how to meme their way into mainstream discourse. They are content creators, micro-celebrities, virtual entrepreneurs, and digital nomads, all by the age of 23.
Tech-savviness is now the default setting. This is exactly why they’re so good at spotting what works and what doesn’t, not just on social media, but across everything from fashion and food to politics and pop culture. They know how to decode the algorithm and call out performative activism. They’re wellness-conscious and eco-anxious, but also joy-seeking and playful. They can go from a skincare routine to a crypto deep dive in the space of a lunch break.
Half of the world is now under 30, and by 2030, that figure is projected to hit 57%. We’re no longer talking about “the next generation”, this is the generation.
From Clicks to Progress
Fittingly, this year’s International Youth Day theme is all about “digital pathways for sustainable development.” While that might sound like a mouthful, it makes perfect sense. The online world is where young people now learn, organise, campaign, and create. It’s where the next great startup might be born, where the next protest is mobilised, where the next cultural wave is already being written in comment sections and hashtags.
Yet, far too often, society underestimates them. Dismissing youth-led culture as shallow or self-obsessed misses the point entirely. These same creators, gamers, dancers, and designers are often the first to adopt new platforms, the quickest to spot misinformation, and the loudest voices calling for inclusivity, transparency, and justice. Their trends are tomorrow’s norms, and their ideas are the ones redefining how we live, shop, think, and connect.
The Power of Youth
At Katch International, we’ve seen firsthand how youth culture drives everything. Unique brand identities, social campaigns, and the latest crazes, nothing has more influence than the energy, humour, and authenticity that young voices bring to the table. We understand that what goes viral isn’t always accidental; it’s strategic, emotional, and incredibly well-timed. The trick is to listen closely, move quickly, and never underestimate what a 17-year-old in their bedroom can teach a boardroom full of executives.
The Labubu plushies resold for thousands, TikTok dances turned into brand campaigns, and Gen Z coders reshaping the future of AI, are a clear and certain indicator that the future has already arrived.
On International Youth Day 2025, let’s invest, collaborate, and most of all, trust. Because if there’s one thing we know for certain, it’s this: the kids aren’t just alright, they’re already running the show.
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