2025 is the 20th anniversary year for Citadel. We take a look at what’s in store working with clients and partners in the year ahead, and take a moment to reflect on previous years.
After a tumultuous year which saw a landslide election victory for Labour, as we start the new year in 2025, media commentators and pundits label it a fragile government with shallow roots, now deeply unpopular after just 6 months in office.
While the popularity of previous governments fell over a similar period, the ground largely held for the Conservative-led Coalition Government’s austerity cuts, returning a Conservative government in 2015. Brexit, the pandemic and a new cost of living crisis later defined the fault lines of austerity. Yet it took the personality traits of at least two controversial Prime Ministers, rather than an explicit rejection of austerity, to bring down the government of the day. Many still gather around ‘low taxes, small government’, while popular demand is for investment in public services. How to square that circle?
All eyes are on the steady-as-she-goes approach of the incumbent PM and his Chancellor to turn the ship around. There will not be a quick economic bounce-back, and the promise of the last Labour government to end the economic cycle of ‘boom and bust’ now seems hollow. Hard and harsh decisions inevitably will be made in this first year after 14 years in Opposition.
While the insurgent Reform party feasts on the media’s appetite for characters and controversy, and populists court the electorate with promises of a better tomorrow, we are well over 4 years off the next general election. But, in this media-age, buffeted by the headwinds of global politics, more hope and belief in the government is needed for people to feel the benefits from their ‘everyday economy’ – the pound in their pocket and the state of our public services. In essence, having a place to call home, their health and a job to earn.
For young people in particular, the first generation to be worse off than their parents, there’s a crying need to restore hope of a better life. This requires the restoration of trust in politicians to do as they say, seen to deliver. Yet there are competing views and no single truth. The siren call of those politicians who blame “others”, building on fear and anger, leads some to misogyny and racism and extremism. The language of the so-called culture wars and anti-woke brigade confuse and conflate the problems many face, creating easy targets and sound bite solutions.
Therefore, a resolute, steady and unremitting focus on delivery by the government maybe the only way to regain trust. To this end the Prime Minister has set out 6 milestones for this Parliament from a mission-led government.
In effect, the score card on which it wants to be judged at the next election. This does not have the flourish of political rhetoric. It can create a political vacuum for others to fill (billionaires abroad included), until the results can be seen. It’s a gamble that any government can control the economic levers in a global economy. It also risks removing the emotion from politics, to inspire through leadership and for voters to feel the difference.
For young people, it’s their economic security – the confidence they have in their future income and wellbeing. For families, it’s their ability to earn to pay everyday bills and improved health services that underpin the foundations for home, health and work. And for savings which provide for retirement, and fill the national pension schemes for investments to stimulate the economic growth necessary for an ageing population. For communities, it is the sense of belonging, safety, green spaces and amenities which bring us together – a rebuttal of a past prime minister’s claim there is no such thing as society.
Since Citadel was founded in 2005, we entered the first economic crash of 2008. As we start 2025 the country is still reeling from the economic shock of Brexit post 2016, and financial crisis of 2022. Young people today have only known austerity, the pandemic and economic downturn.
The Government has set out an agenda to reverse the tide of child poverty, a skills-shortage, limited career prospects, and Generation Rent with little prospect of owning their own homes. It promises to match high attainment at school with high expectations of young people’s wellbeing and mental health improvements. Alongside a recognition that young people are just that, ‘young’. To feel safe, have fun, curious to learn, with opportunities to socialise across communities and gain skills for life and work which will stand them in good stead.
Working with our clients and partners in 2025 there are major developments to support that government agenda in youth policies, education, skills and justice; and a focus on inclusive growth that addresses child poverty, homelessness, mental health and employment. Alongside campaigns and support for the creative industries and future skills, civil society and youth voice, and green spaces in a place-based approach with increased levels of devolution.
Eagerly anticipated is the announced of trail blazers for Young Futures – dubbed Sure Start for Teenagers – the flagship policy with youth work at its heart and services to wrap around young people including community hubs and crime prevention partnerships.
Followed closely by the brick by brick rebuilding of policies as the foundations of Sure Start for families and children, and long term investment to tackle child poverty. Including breakfast clubs and after school clubs developed in schools as safe spaces that support food and wellbeing, and enrichment activities as an essential part of young lives.
An emerging policy area supported by new research is 16-24 year olds, too old for children’s services and ill suited to all-age adult services. A critical age for personal and social development, all too often overlooked by policy makers and services outside of education.
As we look to rebuild trust in politics, it is the cohort of young people which is vital to the economy to support and ageing population, and for democratic renewal. The government’s commitment to a Youth Guarantee of employment for 18-21 year olds is one step in a long road to achieve this.
There’s more to come with the announcement of a new national youth strategy for 2025, the first in a generation. Drawing on Citadel’s 30 years of experience and in partnership with the Centre for Young Lives, our work will support youth engagement, positive activities and youth services with a long term strategy and commitment to young people.
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