Empowering youth and sustainability through Jordan’s private sector

Jordan’s private sector is stepping up as a driver of sustainable growth, bridging the skills gap, supporting youth and advancing national priorities to build a more resilient and inclusive future.

At the heart of this ambition is Jordan’s Economic Modernisation Vision that aims to create one million new jobs by 2033.¹ The strategy prioritises high-value industries, future services and tourism as key drivers of economic expansion. There is a strong focus on digitalisation, youth inclusion and unlocking private sector potential to deliver tangible, wide-ranging benefits. 

Within this evolving landscape, the Creative and Cultural Industries (CCIs) are emerging as key enablers of inclusive growth and youth empowerment. They offer alternative and safe pathways for community development while equipping young people with future-ready skills. A recent UNDP event on “Safe Pathways for Youth and Women through Creative and Cultural Industries (CCI)” in Jordan highlighted hands-on training in creative disciplines such as 3D printing, media content creation and green CCIs, demonstrating how the creative economy can open new avenues for employment and innovation.²

This approach aligns with the goals of Jordan’s Vision 2025 and the World Bank Group’s Country Partnership Framework 2024–2029, both of which place education, economic development, and employability at the heart of their agendas. Recognising the urgency of social and economic transformation, forward-looking business leaders are stepping up to help tackle the country’s most pressing challenges, ensuring that economic modernisation is matched by meaningful social impact. 

Corporate sustainability (CS) has, therefore, become a powerful tool for organisations to see how they can leverage their capabilities to stimulate economic development. CS encompasses not only humanitarian aid but also environmental stewardship, educational outreach, skills development and a commitment to ethical business practices.

One of Jordan’s most critical challenges is its skills gap, with 40.2% of the unemployed having education levels below high school.³ Bridging this gap requires more than policy – it requires collaboration. The private sector, with its deep expertise, has a valuable opportunity to play a key role in this effort, working alongside the public sector to drive meaningful progress.

Professionals across industries hold valuable knowledge that, if shared, could play a vital role in preparing the next generation for the future. At PwC Middle East, for example, our employees actively contribute to sustainability goals by volunteering their time and knowledge to upskill youth.

In recent years, we have worked with NGOs and academic institutions to expand key programmes such as Girls Who Excel and Digital Heroes to support a record number of students. These programmes are designed specifically to bridge the digital gap faced by various underserved populations across Jordan. Non-profit organisations in Jordan are increasingly seeking collaborations with the private sector, unlocking greater impact by combining resources and shared purpose.⁴ Together, we can design initiatives that enhance digital literacy, leadership and business skills, that not only help to close the skills gap but also foster a culture of continuous learning.

Beyond training programmes, the private sector can create a lasting impact by investing in equitable access to education. In Jordan, PwC has provided refurbished laptops and furniture to youth centres, ensuring students have the resources needed for online learning.

We are already seeing positive changes. According to PwC Middle East’s 28th Annual CEO Survey, 16% of Jordanian business leaders we surveyed earlier this year view a potential skills shortage as a serious threat - suggesting a keenness to accelerate efforts to strengthen the workforce.⁵

This momentum is timely, particularly as half of the CEOs surveyed across Jordan plan to increase headcount in the upcoming year. The challenges we face – economic, social, and environmental – require collective solutions, with businesses, government, and civil society working together.

Jordan’s Economic Modernisation Vision includes a goal to double the proportion of citizens satisfied with their quality of life⁶ - because true progress depends on more than GDP growth. It requires inclusive access to education, meaningful employment and a healthy environment, all areas where the private sector can and must play a pivotal role.