Privrednik and UNICEF: Dialogue between the business community and international partners on the future of young people in Serbia

27 April 2026

Young people aged 15–29 currently account for approximately 16% of Serbia’s population, while projections indicate that their share could fall to 12–13% by 2050. These demographic trends present significant challenges – from labor shortages and slower economic growth to increased pressure on the healthcare and pension systems, as well as the continued loss of talent.

Against this backdrop, Serbian Business Club Privrednik, in cooperation with UNICEF, organized an event focused on exchanging insights into the position of young people and their role in today’s business environment.

The event aimed to bring the business sector together with relevant social stakeholders, creating a platform for constructive dialogue and identifying potential models for cooperation and joint action.

During the gathering, it was emphasized that in developed economies, UNICEF plays an important role as a strategic partner in advancing reforms in education, employment, and social protection. Particular attention was given to the fact that investing in children and young people directly contributes to a country’s long-term economic and social development.

Around the world, many leading companies have been partnering with UNICEF for years on projects that benefit communities. In Serbia, this approach has been successfully embraced by companies including Nelt, Comtrade, Nordeus, Banca Intesa, Yettel, and Delhaize.

The event also featured key findings from a situational analysis of the youth landscape in Serbia, together with strategic priorities for the period ahead. Particular focus was placed on younger generations, their values, habits, and communication preferences, recognizing that they are becoming an increasingly important part of the labor market and will play a vital role in shaping Serbia’s future development.

The discussion also explored the role of the business community as a partner in developing initiatives and supporting systemic change, as well as the challenges companies face when it comes to recruiting and communicating with younger generations.

The presentation was delivered by Vesna Savić-Đukić, Head of UNICEF Serbia’s Private Sector Partnerships Unit and founder of the UNICEF Business Council in Serbia – a model that is now also being developed in other countries across Eastern Europe.

Serbian Business Club Privrednik will continue to actively promote cooperation between the business sector and relevant institutions, with the aim of building a sustainable and inclusive society that provides equal opportunities for all young people to thrive.