Column Kim Jansen - Does Gen Z really care about sustainability?

When I tell clients that young people tend to choose organizations that value sustainability, there is often some skepticism. "Is that really true? A lot of young people still choose large multinationals such as oil or airlines, right?" or "I think it is mainly the scientifically educated young people who find social contribution and impact important. The average employee mainly goes for attractive working conditions."

Yes, plenty of young people still choose large organizations that are not particularly green by nature. I hear from these young people in particular that they work at these companies because they can gain a lot of experience and there is a lot of focus on personal growth and mentoring. The development orientation wins out over the desire to contribute to a sustainable world. It simply has to do with a list of priorities. Young people voted little green in the last election. Aren't they more climate conscious? No way. They are just more "I-don't-have-a-house-and-a-fine-study-debt" conscious. This is more pressing to them than CO2 emissions. Maslow's widely known pyramid.

Values and appropriate industries

But do you know what values are also high on Generation Z's agenda? Stability, security and career prospects. And let this have a strong link to sustainability. Young people are increasingly reluctant to apply to companies working in fossil fuels, fast fashion, meat and dairy, plastics, soda, alcohol and sugary drinks. They are more value-driven than my generation, but don't forget that this is also a strategic choice. These industries are under enormous pressure and their future is uncertain. As a result, these industries do not offer enough stability and security in the longer term.

Offsetting social impact

Rather, Generation Z chooses emerging and growing companies in renewable energy, organic farming, electric vehicles, plant-based nutrition or health technology. If the world and our well-being are perishing, you better work for producers of windmills, meat substitutes, non-alcoholic beverages and recycled packaging materials. So Generation Z certainly values sustainability, for multiple reasons. And to bring in Generation Z as a cigarette manufacturer, you have to go out of your way to compensate for the social damage. Taking over entire student debt, help with mortgage applications, hefty customized development budget and ferociously attractive primary and fringe benefits ... then you still have to succeed.

Kim Jansen, Generation expert, speaker, author and guest blogger/partner of paraDIGMA groep