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Decoding young people’s desire for stability

“The old world is dying, and the new world struggles to be born: now is the time of monsters.”

— Antonio Gramsci

I came across this quote again last week from Gramsci’s Prison Notebooks, and it struck a chord. It describes a moment of deep social, political, and economic transition, a time when the old system no longer works, but the new one hasn’t yet taken shape. In that uncertain space, people (especially young people) feel adrift. There is anxiety, frustration, and for some, a turn toward radical alternatives. This search is increasingly defined by a desire for one thing: stability. 

It’s really about feeling lost and unsupported by a culture and society that is letting young people down. It’s the lack of a decent social contract that’s pushing young people to the extremes. But how did we come to this point?

The systemic breakdown 

When we zoom out and look at the wider context, the pressure on young people becomes clearer. Many can’t afford to live independently, studying has become more expensive, and even going out at night feels like a luxury. If you think about the most basic building blocks of adult life they can not meet them. Of course, young people are still figuring out who they are and where they fit in. But imagine having to navigate all of that in a world like this. 

  • Housing is increasingly unaffordable. In most cities, average rent now exceeds what a young person can afford working full-time at minimum wage (Pew Research Center, 2023).
  • Education is expensive and frequently does not deliver on its promise of opportunity. Student debt levels are high, while job prospects often fail to match the level of investment (OECD, Education at a Glance, 2023).
  • Social media: Social media creates pressure to constantly perform, succeed, and present a curated version of yourself. On top of that, Gen Z is growing up in a time of poly-crisis  and unlike previous generations at their age, they’re able to follow it all in real time through their smart devices. Being connected 24/7 to the world means constantly witnessing global instability, which can heighten their own sense of uncertainty.
  • Self-identity: Culturally, much has changed. Where identity was once shaped by religion or the norms of your community, young people today have far more choices. That brings freedom but also raises questions: What’s the right path? What truly matters? 

Together, these experiences delay key milestones, such as moving out, financial independence, or starting a family, and creating a sense of instability. The traditional markers of adulthood are being postponed (World Economic Forum, Global Shapers Survey, 2025).

A shift towards stability 

This constant uncertainty has pushed Gen Z to focus on building a foundation where security and stability play a central role. For them, creating a safe and predictable future has become a top priority. This isn’t about traditional conservatism. It’s a coping strategy in response to relentless uncertainty and a need for something to count on.

This desire for stability shows up in multiple areas:

    • Politics and society: The stability and prosperity promised by democracy have not materialized, leading to growing distrust. Many are stepping away from traditional ideologies and looking for more order, predictability, and change. This includes strong criticism of capitalism and, in some cases, a willingness to consider authoritarian models if they seem to offer safety and results. (Channel 4 / Craft, Trends, Truths and Trust, 2024).
    • Work: Gen Z workers are increasingly prioritizing job security and long-term employment over flexibility and frequent job changes. Stable income, clear growth paths, and purpose-driven work are top priorities (Workplace Journal, Admiral Gen Z Employee Study, 2025). There is also renewed interest in traditional skilled trades for their perceived resilience against automation (Economic Times, 2025). 
  • Lifestyle & Culture: Fast culture trends like “Recession Core” reflect a shift away from consumerism toward minimalism, functionality, and longevity. These trends symbolize a broader desire for calm, control, and economic prudence (Protein XYZ, recession indicators, 2025).

 

But now what?

I know even though sometimes it might seem like this younger generation just wants to shake things up, but underneath that energy is a deeper desire: to carve out a better, more secure position in life. After years of instability, crisis, and contradiction, young people are searching for stability, for something solid to stand on in a world that feels like it’s on fire.

If it moves you or if it unsettles you. Let’s listen, let’s start giving a shit and then let’s do better. 

That means supporting young people’s desire to build a secure life and giving them a sense of stability and control. Not just a cool one for the short term. Think of career tools that offer real pathways, financial literacy that empowers or mental wellness support. 

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Author

Meera Radhoe

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Kim Pillen

Consultant

Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

Researcher

Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
  • Vodafone
  • Hugo Boss
  • ASR
  • Rabobank

Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

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  • The Coca-Cola Company
  • Asics
  • Discovery Channel
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  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist