Tony Rothacker, CEO and Co-Founder of Youngster.co, explores how shopping centres across Australia are tackling social isolation, digital exclusion, and youth unemployment by fostering meaningful intergenerational connections – and in the process, redefining the role of retail spaces in their communities.
In today’s rapidly changing landscape, genuine social connection is more vital than ever. It strengthens communities, fosters trust, and creates opportunities for growth. Without meaningful connections, we struggle to address challenges ranging from public health to economic resilience.
But what if shopping centres could be more than just retail spaces? What if they could help solve some of society’s toughest issues – such as social isolation, youth unemployment, and digital exclusion – through a single, transformative program?
That’s the vision Youngster.co is helping make a reality across Australia’s shopping centres. By fostering intergenerational connections, Youngster.co is redefining the role of retail spaces in the community.
A shared-value model with measurable impact
At its core, Youngster.co brings together tech-savvy youth and older Australians in need of digital support. Hosted in shopping centres, retirement villages, and public libraries, these free sessions empower seniors to navigate the digital world while providing young people with paid employment, work experience, and the opportunity to give back to their communities.
The program has already created a ripple effect of positive outcomes:
- Seniors gain digital confidence, independence, and reduced social isolation.
- Youngsters aged 16 to 24 gain valuable work experience, paid employment, and social skills that enhance their job readiness.
- Shopping centres benefit from increased foot traffic, stronger tenant engagement, and a heightened sense of community resilience.
ISPT was the first shopping-centre group to recognise the transformative power of Youngster.co. It led the way by using its retail spaces not just for commerce, but also for building long-term community resilience and community connections.
Sam Curry, Head of Portfolio (Retail) at ISPT, reflected on the positive impact of ISPT’s centres, saying, “More than 3500 intergenerational connections over 800 sessions were made, 1820 seniors have participated, and 48% have returned for multiple sessions. Our centres have also employed 185 local youngsters since the beginning of the program three years ago. The expansion of this program from five to eight centres this year speaks volumes about its success.”
Driving local employment and economic opportunity
Youngster.co isn’t just about community connection, it’s also about empowering youth with practical skills that lead to employment opportunities. Youngsters not only teach technical skills like digital literacy but also gain soft skills such as communication and customer service, all of which are crucial for career advancement.
For many youngsters, the program has provided a stepping stone into further education or even retail jobs within the centre. Our young participants are not just gaining experience; they are contributing to their community in meaningful ways.
Why digital inclusion matters for seniors
The Covid-19 pandemic highlighted the challenges many seniors face when it comes to digital inclusion. The digital divide left many older adults isolated from essential services, healthcare information, and even their families. While the world has partially adapted, that gap persists today.
Youngster.co’s sessions are designed to close this divide, helping seniors access online services more easily, reduce frustration with technology, and feel more connected to the community.
At ISPT centres, seniors are learning how to navigate smartphones, access online health services, and book appointments, but they’re also sharing life stories and wisdom with young people who may not have experienced such lessons in their own homes.
“These exchanges have a lasting impact on both generations,” Curry said. “Our seniors aren’t just learning about technology; they’re also sharing stories about resilience, relationships, and life lessons that help young people gain a deeper understanding of the world.”
Modern trends and the future of shopping centres
As we navigate the evolving digital landscape and address the challenges AI and automation pose, shopping centres must evolve. The recent Productivity Commission report underscored the importance of programs that bridge generational gaps and support community resilience. Shopping centres must be seen as more than retail spaces; they should be hubs of community connection and social impact.
Community-centric development is becoming a key trend, with shopping centres hosting charity events, supporting local artisans, and offering spaces for youth groups and special-interest groups. These initiatives create stronger community ties and foster local pride.
Experiential Retail is another response to changing consumer habits. With foot traffic declining in many centres, there’s a growing focus on transforming these spaces into experiential hubs. Centres now host social events, dining experiences, and interactive activities that cater to people’s desire for human connection – something digital retail can’t replace.
By fostering a culture of connection and intergenerational learning, shopping centres can become more than just places to shop. They can be places that foster community, resilience and wellbeing for all generations.
Join the movement
As shopping centres look to the future, the opportunity to make a meaningful impact is clear. By partnering with organisations like Youngster.co, centres can tap into new avenues for community engagement while driving local employment and digital inclusion. Together, we can transform the role of shopping centres in society.
- This article by Tony Rothacker was first published in SCN magazine
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