I have to sit back and wonder: How did we get here? 😢 Africa’s youth, often described as the continent’s greatest asset, are brimming with potential that could shape their futures. I’ve seen firsthand the disillusionment, lack of discipline, and loss of respect for hard work and integrity. It’s painful to watch, especially knowing what’s at stake for them and the continent. They have so much potential, but many have lost sight of the future somewhere along the way.

Facing a crisis of distraction and lost values

One of the biggest challenges I encounter when coaching young Africans is their relationship with technology. On average, many youths I’ve worked with spend 14 hours daily glued to their phones. Think about that—14 hours a day, mostly scrolling through social media, consuming superficial content, and getting lost in a world of likes, shares, and viral videos. They’re distracted, disengaged, and losing touch with what makes life meaningful: real human connections, a sense of purpose, and personal growth.

The longer I coach, the more I realize this isn’t just a technological problem. It’s a mindset problem. They’re neglecting basic needs—like sleep and physical health—and turning to shortcuts, even cheating, to get ahead. Success to them seems like something that happens overnight, or worse, something that can be hacked without real effort. They don’t see the value in self-development, and honestly, that worries me the most. How can I help them understand that the shortcuts they’re taking now will only hold them back in the long run?

The challenge of Coaching in this New Reality

Coaching young people these days feels like swimming upstream. I often ask myself: How do I stay optimistic when they’re so deeply immersed in this culture of distraction? Some days, it’s hard not to feel defeated. But I remind myself that change is slow, but it’s happening. With the right approach, I believe I can still help them rediscover the values of discipline, hard work, and respect.

So, how do I do that?

1. Helping them rediscover hope and purpose

I’ve learned that inspiring hope without a clear vision is impossible. When I sit down with these young people, I try to help them see beyond their immediate distractions. What are they passionate about? What do they care about in their communities? Often, they’ve never thought about it. They’re so caught up in daily survival or the latest trend on social media that they’ve lost touch with their dreams.

It’s my job to help them rediscover that sense of purpose. Once they can see themselves as part of something bigger—whether solving problems in their community or developing skills that will impact their future—they start to find meaning again. And with meaning comes hope.

2. Teaching the value of discipline, slowly but surely

I’ll be honest: discipline doesn’t come naturally to most young people today. They’re used to instant gratification—everything from food deliveries to viral fame. So how do I convince them that real success takes time and effort? It starts with small steps. I help them set tiny, manageable goals and then hold them accountable.

This is where patience comes in. I don’t expect them to suddenly become disciplined overnight. But with consistent effort, they start to see results. And when they do, something clicks. They realize that the rewards of discipline are far more satisfying than the quick wins they’ve been chasing online.

3. Modeling respect and politeness by example

It’s easy to lose sight of basic manners today, as social media often rewards snarkiness and controversy over kindness. I’ve seen this erode how young people interact with one another and their elders. It’s troubling because respect and politeness aren’t just about social norms but the foundation of meaningful relationships and long-term success.

For me, it’s about leading by example. If I want them to be respectful, I must show them what that looks like. Whether it’s listening deeply when they speak, valuing their opinions, or encouraging them to treat others with kindness, these small moments teach the most lasting lessons. Sometimes, they need to see that respect and politeness aren’t weaknesses but strengths that can open doors.

4. Reframing the value of hard work

There’s this growing belief among many young people that success comes easy or that it can be hacked with a clever cheat. It’s one of the most damaging mindsets I’ve come across because it undermines the value of hard work. They want the rewards, but they don’t want to put in the time.

I try to reframe how they see work. Instead of focusing on the external rewards—money, status, recognition—I help them see that hard work is valuable in and of itself. It builds character, develops skills, and gives them a sense of mastery. When they experience this firsthand—whether through a personal project or an internship—they begin to understand that the journey matters more than the destination.

5. Encouraging expression and challenging cultural norms

One of the most difficult yet crucial challenges I’ve faced as a coach is helping young Africans—especially young women—learn how to express their thoughts and feelings. Culturally, many have been taught to remain silent and not question authority or established points of view. For young women in particular, this is often exacerbated by deeply ingrained patriarchal norms that tell them to accept male-dominated visions without question.

This silence worries me because it stifles creativity, limits personal growth, and prevents them from stepping into leadership roles. I’ve seen many young people, full of potential, hesitate to share their ideas, even when they’re brilliant. They’ve been conditioned to avoid confrontation or challenging established ideas, which holds them back.

As a coach, it’s my job to create safe spaces where these young people feel empowered to speak up. I encourage them to question, think critically, and voice their own perspectives. It’s about slowly building their confidence, one conversation at a time. When they start to see that their opinions are valid and that questioning can lead to growth, they begin to reclaim their voices. And for young women, especially, this is a profound shift.

How do I stay optimistic?

Honestly, some days I don’t know. The challenges are enormous, and sometimes progress feels slow—too slow. But I see the sparks of change in the bigger picture. I’ve seen young people pull away from their distractions, even if just for a few hours a day, to focus on something real. I’ve seen them experience the joy of achievement after sticking with something difficult. And I’ve seen them develop a sense of pride in who they are and what they can offer the world.

I remind myself that this work isn’t about quick fixes. It’s about planting seeds. Some of them will take years to grow, but when they do, the impact will be profound—not just for these young people but for Africa as a whole.

At the end of the day, I stay optimistic because I have to. If I don’t believe in their potential, how can I expect them to believe in it themselves? So, I’ll keep showing up, pushing forward, and helping them see the value in who they are and what they can achieve. Because their future, and the future of this continent, is worth it.