In September 2024, more than 2,000 delegates representing 250 organizations and 190 countries came together at this year’s One Young World Summit in Montreal to discuss some of the most pressing global issues – climate, gender equality, indigenous rights, public health, AI and armed conflicts. The Brunswick delegation connected with emerging leaders across all fields, including multinationals, social entrepreneurs, scholars, NGOs and public sectors.
Our observations
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Corporates that successfully engaged young leaders leveraged original perspectives and concrete actions and made clear how their social impact activities relate to the company’s core work.
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Young leaders emphasized the need for a holistic effort to affect change, including the important roles for both corporations and governmental organizations to play.
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The media was present at One Young World and was interested in capturing the optimism, hope and solutions for the future that young people brought to the table.
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Young leaders prioritized stable geopolitical relations, advocated for collaborative approaches in emerging markets and stressed the importance of peace for economic prosperity.
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AI holds the power to combat climate change, but if AI systems themselves do not reach net-zero emissions within five years, the technology could turn from savior to setback.
Impactful corporate communication with young leaders
Young leaders are influencers within their communities and a critical audience for corporate communications. Reaching this group effectively requires a thoughtful approach; younger audiences are typically action-oriented critical thinkers who are deeply involved in social issues. Many corporate partners have aimed to engage young leaders at the summit, and these are some strategies that resonated:
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Be an inspiration: The most effective corporate keynotes intertwined corporate messaging with fresh perspectives and approaches on globally relevant issues. Corporates that shared new initiatives sparked ideas, while those that shared original experiences provided valuable lessons.
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Actions over words: Young leaders seek tangible actions rather than visions to be convinced of a corporation's positive impact. Demonstrating concrete steps taken toward making a difference is crucial.
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Storytelling through third parties: Testimonials and stories from partners and beneficiaries can be highly influential. Hearing stakeholders share their experiences and benefits from corporate initiatives proved compelling for the audience.
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Internal communication is key: Employees play a vital role as ambassadors of corporate reputation. Some corporate delegates demonstrated strong support for their company's initiatives and amplified impact through active engagement on the sidelines, whereas others seemed skeptical about their company’s commitments.
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Public-private partnerships: The next generation of social impact leaders see the role of corporations as supporting their projects and initiatives through public-private partnerships with governmental organizations.
Capturing the narrative of hope and optimism
The overall mood at One Young World was one of hope and optimism, which the media present was eager to capture. In the context of media fatigue and the negative news cycle, outlets like the BBC World Service were at the conference to hear from young people about their ideas for changing the world.
After a panel event recorded live for the BBC, senior reporters from all over the world sent in communications advice to young panelists to “keep in mind when they become leaders and are interviewed by the BBC”:
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Stay true to what interests you – when speaking to an audience or the media, preparation can only get you so far. Genuine interest in the topic that you choose to speak about in public always shines through.
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Answer the question you were asked, even if that means you are not able to cover all your talking points. Reporters want to engage in real conversations during the interview.
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Relate the specific issue that you are targeting to broader developments that have global relevance, e.g. climate change, technological change or conflict.
Listen to the BBC World Service podcast episode recorded at One Young World: The Happy Pod: The young people changing the world.
Geopolitical tension remains a pervasive concern
Young leaders are also highly engaged in discussions around ongoing geopolitical conflicts, and strongly advocated for constructive dialogue and collaboration among stakeholders.
US-China relations: One speaker poignantly observed, "When two elephants fight, the grass suffers," in reference to the relationship between the world's two largest economies. Young leaders emphasized the need for a stable bilateral relationship, advocated for collaboration over competition and promoted nuanced perspectives on contentious issues.
Emerging markets: Young leaders called for innovative solutions to crises in emerging market economies. They highlighted the collective power of these economies to reshape the world through harmonious policies and leveraging key strengths like China’s lead in renewable energy production. And with the youngest populations in India and Africa, young leaders noted that engaging youth in policy and political debate is becoming increasingly important for the future of emerging economies’ sustainable development.
Conflict and peace: Young leaders asserted that peace is crucial for economic prosperity, equating it with justice, the rule of law and democracy. Israel-Palestine, Ukraine-Russia, Bangladesh, South Sudan, the DRC and Afghanistan are key regions of attention.
Net-zero AI: technology’s race to save the planet
Net-zero AI is poised to be a linchpin in the battle against climate change, but the road ahead presents significant challenges. Here’s why the world needs to act now, according to young leaders of today:
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AI’s transformative potential: AI can dramatically improve energy efficiency, optimize urban infrastructure and help combat climate change. However, these gains could be undermined if AI technologies themselves are not developed sustainably.
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Bridging global divides: Achieving net-zero AI requires a global effort, particularly in addressing the disparity between developed nations and those most vulnerable to climate change. Equal access to clean, affordable energy is essential for inclusive progress.
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Indigenous knowledge and inclusion: Indigenous communities, with their deep understanding of sustainable practices, must play an integral role in shaping AI systems and solutions for a sustainable future.
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A turning point: In just five years, AI systems must reach net-zero emissions, or AI risks becoming another contributor to the environmental crisis it seeks to solve. The success or failure of AI to meet this challenge could determine whether it becomes a vital tool for climate action – or a missed opportunity.