As the Senedd elections in May approach, a critical issue demands urgent attention from all political parties in Wales: the need to place young people at the very heart of their manifestos. Historically, election cycles have been marked by promises aimed at the younger generation, yet these pledges often fade once parties assume power. This pattern persists because many manifestos are crafted as mere collections of aspirations, broadly discussing fairness and opportunity without concretely linking these concepts to tangible areas like housing supply, labour markets, business creation, productivity, or economic growth. Consequently, young people perceive the rhetoric but witness few outcomes that directly benefit their generation.
The Economic Imperative for Youth-Focused Policies
If Wales genuinely aims to win and retain the confidence of individuals under 30, political parties must cease treating youth policy as an add-on and instead recognise it as fundamental to the nation's economic success. The starting point is addressing housing and the cost of living, as many young people find independence increasingly elusive compared to their parents' generation. This is not due to a lack of effort but because financial realities—such as high rents, volatile energy costs, and transport expenses—erode already tight budgets. Clear targets are essential for affordable housing linked to jobs and training, alongside support for rent-to-buy and shared ownership schemes, and strengthened energy efficiency standards to alleviate these pressures.
Jobs, Skills, and Entrepreneurship as Core Pillars
Following housing, jobs and skills represent another area where Wales has consistently underperformed relative to the rest of the UK. With youth unemployment rising, particularly in deprived regions, too many young people are funneled into short-term, insecure work or training misaligned with actual labour demands. A credible offer would guarantee every young person a pathway into work, training, or entrepreneurship, expand apprenticeships in growth sectors, and pilot new working patterns that reflect younger generations' preferences to retain talent in a mobile labour market.
Moreover, employment alone is insufficient, as research indicates a growing desire among young people to start their own businesses. This aspiration is transitioning from a fringe trend to a mainstream ambition, yet support systems remain fragmented, bureaucratic, and risk-averse. For Wales to emerge as a serious start-up nation, entrepreneurship must become as visible and accessible as traditional employment. This entails providing small amounts of early capital, simple access points, practical mentoring, and safe spaces to test ideas without excessive risk. Embedding enterprise education early on can normalise business creation, building a pipeline that converts ambition into sustainable enterprises and future employers.
Integrating Climate Action and Mental Health Support
Climate and green growth present another domain where rhetoric often outpaces delivery. While young people deeply care about the environment, they also prioritise jobs and affordability. These interests are not mutually exclusive if policies are designed effectively. A green jobs programme focused on renewables, retrofitting, and nature restoration can simultaneously deliver employment, reduce energy bills, and enhance resilience. For instance, training young people in retrofitting homes creates skilled jobs while lowering long-term costs, addressing both economic and environmental concerns.
Mental health is now inextricably linked to economic participation, with long waiting times, patchy access, and overstretched services undermining both wellbeing and productivity. A youth-focused approach should prioritise early intervention, regional accessibility, and speed, designing services around how young people actually seek help rather than internal system structures.
Fairness, Transport, and Cultural Retention
Fairness and inclusion must be treated as economic issues, not merely social ones. Insecure gig work, unpaid internships, and inaccessible workplaces distort labour markets and waste talent. Inclusive community spaces and youth services should be viewed as investments in social cohesion and long-term participation, especially in rural and coastal areas experiencing rapid youth outmigration.
Transport and mobility are more critical than policymakers often realise, as access to work, education, culture, and social life hinges on affordable and reliable movement. Discounted travel, rural connectivity, and safe active travel infrastructure are prerequisites for participation in the modern economy. Additionally, digital connectivity underpins all these efforts, with universal broadband, digital skills access, and support for tech-enabled businesses being non-negotiable for Wales to remain competitive.
Culture, frequently sidelined, is central to retention, identity, and creative industry growth. Affordable access, regional hubs, and late-night transport are not just about entertainment but about making places attractive to live, work, and invest.
A Call for Comprehensive Economic Strategy
Collectively, these elements form not just a traditional manifesto but a comprehensive economic strategy for a generation. Young people seek not only a voice but the means to build a life in Wales, encompassing affordable housing, meaningful work, the freedom to start ventures, access to support during challenges, and a sense that the system is designed for today's world, not the past. The question for the next Senedd is not whether Wales can afford to invest properly in its young people, but whether it can afford not to. Every pound that fails to translate into affordable housing, real jobs, or new businesses pushes talent to regions that move faster and think bigger. If under-30s continue to perceive opportunity beyond Wales' borders, no amount of rhetoric will reverse the economic consequences. Thus, the upcoming election must transcend empty promises, focusing instead on whether Wales is finally prepared to treat its young people as the true engine of future growth and prosperity.
