This paper is devoted to the analysis of the contemporary phenomena, by which we mean mobile phones, social networks, branding youth, beauty, health and happiness through body aestheticization and other (anti) values in the globalization context. It also aims to analyse the impact the aforementioned phenomena have on young people who are significantly redefining counselling in schools. Through this prism, the globalization imposed the need of preparing counselors (pedagogues) to work with a varying school population and searching for the most efficient approach in the complex combination of correlation between contemporary events, youth, educational institutions and dynamic environment. Considerations of new concepts of counselling require a holistic approach, especially because pedagogues (school counsellors) are uniquely positioned since they have a more complete picture of students’ life circumstances as well as the challenges they face and the needs they may have. This approach to pedagogues and counselling, also called the pedagogy of life’s journey, crystallizes attitudes regarding the changes in education policies and counselors’ (pedagogues’) education so that they may be able to meet the challenges of the globalization context.
