Young people are losing faith in the future. IMD's Vanina Farber explains why business leaders must rethink their role – and act before it's too late. 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. Meet our guest Vanina Farber is elea Professor of Social Innovation at IMD, where she leads the elea Center for Social Innovation. Her work explores how businesses, entrepreneurs, and investors can tackle inequality and economic exclusion through market-based solutions. Drawing on extensive experience in Europe and Latin America, she works with executives to rethink business models, mobilize private capital, and create economic and social value. Resources Adolfo Bioy Casares — Diary of the War of the Pig (1969). An Argentine novel exploring intergenerational conflict. Harvard Youth Poll. Research on young Americans' declining confidence in their economic prospects.Vanina Farber and Gayle Allard — Beyond the Crisis: Youth Employment in Spain, 2006–2012. Research examining the structural causes of youth unemployment.Designing Humanitarian Markets. Farber's work with Patrick Reichert on designing market-based approaches to humanitarian challenges. The Economist — Unemployment is becoming a way of life for China's young (September 2026). Reporting cited in the episode on youth unemployment and young Chinese people paying to occupy mock workplaces.Recambio, Peru. A nonpartisan initiative equipping people from different generations and political backgrounds with the skills to participate in democracy and political leadership.Stora Enso and IMD — Pathfinders. An employee-led shadow management team that helped reshape the company's strategy, purpose, and values. 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.
