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Data Shows That Young People Want to Work for Eco-friendly Employers.

Climate change is reshaping the way GenZ works. Young people are known to be value driven, championing causes relating to the world beyond their own immediate sphere, even when it comes to finding a job. 

One survey found that 76% of GenZ said climate change is one of their biggest societal concerns and 32% have participated in at least one major environmental action in a 12-month period. Another report found 64% of young people (18-to-22-year-olds) said they wanted to work for an eco-friendly employer, and a further 59% would remain longer with responsible employers. 

The environmental priorities of this dynamic talent pool gives companies with a clear build back greener strategy the edge when attracting new talent. However, young people are also wise to greenwashing and virtue signalling, making authenticity, measurable impact and evidence-based actions essential for employers that want to attract and keep the next generation of top talent. 


Build back greener priorities valued by GenZ at work


Data from Verywellmind reported that Gen Z is the generation that’s most worried about global warming. They proved to be especially concerned about negatively impacting the world’s future and are adopting more sustainable behaviours than any other group. For example, 50% reduced how much they buy and 45% stopped purchasing certain brands because of sustainability or ethics concerns.





"This research suggests that the youngest generations feel more motivated to reduce the effects of climate change and pollution." -Forbes



Forbes also went on to explore GenZ environmental priorities based on social media, resulting in four key areas:

  • Leading sustainable lifestyles: Reducing waste, recycling, buying responsible (product provenance, vegan materials, eco-friendly products. This is a powerful area in which businesses can help employees to live by their sustainable values at work.
  • Climate awareness, education and advocating responsible consumption: Reducing energy consumption and preventing water pollution through manufacturing and closed-loop processes, for example. 
  • Protecting nature and restoring the planet: Such as proactive efforts to plant more trees or rewild outside spaces. 
  • Authenticity: As we've already mentioned, young people, and particularly GenZ, have shown to be savvy to greenwashing and fairly intolerant of virtue signalling. As a general value, authenticity ranked as the most important to GenZ in a report by EY.

These insights can act as a powerful indicator for actions employers can take to improve their environmental credentials in line with a proactive, future proofing recruitment strategy, and communicate with prospective employees to show their efforts. 

The data is clear, now it's over to employers to start reflecting the priorities of the incoming generation of talent.


We've been working hard for the last 3 years to build a vibrant talent pool of 16 - 25 year olds in the UK. If you are an eco-friendly employer, talk to us about how we can help boost your profile and hire by purpose.


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