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Marketing & Media#YouthMonth: SA’s Young Lions winners – “Our strength is our South Africanness”
Danette Breitenbach 16 hours




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The latest statistics paint a grim picture that should give every South African pause. Youth unemployment has surged to 62.4% in the first quarter of 2025, meaning nearly two-thirds of young South Africans aged 15-24 cannot find work. For the slightly older cohort of 25–34-year-olds, the unemployment rate sits at 41.7%. These are not mere numbers on a government spreadsheet or a statistician’s report – they represent millions of young South African lives trapped in a cycle of despair, dependency, and unfulfilled potential.
For many, Youth Month feels less like a celebration and more like a painful reminder of promises unkept and dreams deferred. The very people we honour this month — our youth — have become the most marginalised segment of our society, facing barriers to employment that grow higher with each passing year.
At the heart of this crisis lies a fundamental mismatch between what our education system produces and what our economy demands.
Universities and technical colleges continue to churn out graduates armed with theoretical knowledge that often bears little resemblance to the practical skills employers desperately need. Businesses struggle to find workers with the right competencies, even as millions of young people remain unemployed.
This disconnect is beyond tragic. It’s catastrophic.
We have created a system where a young person can spend years studying, accumulating debt, and raising expectations, only to discover that their qualification is irrelevant in the job market. The result is a generation of qualified, willing and able, but underemployed youth, whose potential remains locked away by a system that has failed to evolve with economic realities.
Corporate South Africa possesses something traditional education lacks: direct insight into market needs, immediate access to real workplace environments, and the ability to provide training that directly leads to employment opportunities through learnerships.
Learnerships represent a powerful antidote to the skills mismatch plaguing our economy. These programmes combine theoretical learning with practical workplace experience, creating a bridge between education and employment. They are designed with the end in mind – employment, rather than merely the accumulation of academic credentials.
The beauty of industry-led skills development lies in its relevance and immediacy. When a mining company sponsors a learnership programme, participants learn skills that mining companies need. When a financial services firm invests in skills programmes, the training directly translates to greater employability and career advancement in that sector.
Businesses can make a fundamental difference by investing in learnerships to provide young people with the practical skills and theoretical knowledge needed in the industry, while radically changing the youth unemployment trajectory.
Companies that invest seriously in youth skills training are not just helping young people – they are building their future workforce, reducing recruitment costs, and addressing skills shortages that constrain their growth. They are also investing in the stability and prosperity of the communities in which they operate. High youth unemployment is a recipe for social unrest, crime, and economic stagnation – problems that ultimately affect business performance.
Different industries also face different skills challenges, and learnership programmes can be tailored to address these specific needs. With the right L&D partner, every learnership can be customised to the business strategy, as long as it meets the requirements of notional hours and formative and summative assessments.
The manufacturing sector, for instance, can focus on technical skills, quality control, and safety procedures. The services sector can emphasise customer relations, digital literacy, and communication skills. The financial services industry can prioritise numeracy, compliance understanding, and technology proficiency.
This sector-specific approach of learnerships is something that general education cannot provide. When a young person completes a learnership in logistics, they understand not just theoretical supply chain management but the practical realities of warehouse operations, inventory systems, and customer service standards specific to that industry. When a young person completes a wholesale and retail operations learnership, they understand operational processes like stock control, sales, marketing, merchandising, small business operations, and staff supervision.
For learnerships to succeed in addressing youth unemployment, several critical elements must be in place. First, these programmes must offer genuine employment prospects, not just training for its own sake. Young people have been disappointed too many times by programmes that promise much but deliver little in terms of actual job opportunities and absorption.
Second, the training must be comprehensive, addressing not just technical skills but also workplace readiness, communication abilities, and professional behaviour. Many young South Africans have never been in a formal work environment and need guidance on everything from punctuality to basic business etiquette.
Third, programmes must include mentorship and ongoing support. The transition from unemployment to employment is challenging, and young people need guidance and encouragement to navigate this change successfully.
Finally, these programmes must be scaled up significantly. We need thousands of companies, not just dozens, to commit to substantial investment into learnership programmes – whether for unemployed youth or their own currently employed young people – to either secure their first footing into the formal job market, or to advance their careers through professional growth and promotion.
As we mark Youth Day 2025, let it be the year when skills development, as defined in the B-BBEE scorecard, moves from the margins of tick boxes to be treated as a strategy and competitive advantage.
Youth Day 2025 should mark the beginning of a new chapter in our national story, one where corporate investment into practical skills development becomes the pathway from unemployment to opportunity, from despair to dignity, from wasted potential to productive contribution. Only then will we truly honour the sacrifice of those brave students who fought for a better tomorrow – by finally delivering it.