True ambition

During a brief visit to Mexico last June, I had the privilege of engaging in a conversation with a highly dedicated educator who is deeply committed to improving education within the society of that country. She expressed her concerns about the impact of television series on the younger generation, and remarked, "A few years ago young men in the country wanted to become Influencers. Now they want to be narcos” alluding to the popular and incredibly successful Netflix series of the same name. As we all know, both those countries, Mexico, and Colombia (the place where the TV series is set) have struggled for this endemic plague of narcotraffic for many years, lives and frustrations.

Our discussion then meandered through various topics, including how young people often seem attracted to quick wealth, luxurious possessions, exquisite cuisine, and superficial companionship. However, that concise comment captured my attention and lingered in my thoughts for a significant period.

Many of us could probably think of other examples, in different countries and cultural contexts, where our efforts to promote values are undermined in a matter of seconds by popular and superficial counteractions. I'm thinking right now about the very popular campaign of a betting company that for many months monopolized advertising throughout Kazakhstan. Their ads, promoted by the most famous faces in the country, filled magazines, billboards, and YouTube channels, promising easy money, and guaranteed dependency.

This prompts me to reflect on the subtle but potent influence that mass media, TV series, and social media exert on our society. But are they really the only agents who could influence our youth´s ambition? I prefer to think that they challenge us to rethink the way we nurture the next generation of citizens, encouraging them to still believe in the values of hard work, integrity, and dedication to the future of their country. Although it may seem contradictory that we, at different levels, send mixed messages to our youth, it also presents an opportunity for us to adopt a more proactive approach. With enthusiasm and a touch of idealism, we can counteract these negative influences and instil true ambition in them.

That proactivity and optimism should be much more effective than just fighting to ban or cancel those negative influences. We would be, once again (as too often we do), losing strength arguing about how far freedom of expression and creativity goes. And we need that time and effort to construct by doing, probably much more effective than destroying by arguing, banning, and complaining.

It is true that we must neutralize "enemy forces", with specific names, which are vices such as indolence, apathy, or an unwavering preference for comfort; the ruthless pursuit of self-promotion at any cost; or even the search for wealth acquired by any means and at any price. And sometimes we educators think that we alone have a tremendous responsibility in this regard. It´s fair to recognize that yes, our role is enormous when it comes to encouraging right, deep reasons in the next generations of citizens. But it's also further fairer to assume that our function is secondary, and that we are not alone in this battle. The entire society could better contribute to that honourable task.

There are two approaches that could materialise this social duty. Even when they may appear indirect, and not be intended to secure major victories on their own. But I strongly believe that they can respond to that lack of genuine, true ambition. The first involves instilling a sense of purpose within our businesses, and the second entails fostering a social fabric that supports and elevates social business, enhancing their reputation.

Both these attitudes could discreetly but effectively, inspire lasting values in our young people. It is true that their main potential is to integrate the short with the long term, and to provide elements whose lack of integration harrows out societies. But I am also sure that they can transform the social imaginary of youth, transmitting to them models and examples that will generate true ambition. If they see realistic, tangible examples of companies and individuals committed for a better future, with a strong sense of compromise, still we can hope that little by little honest, deep ambitions will penetrate into them to serve and be the agents of the change we need.