Isra-Mart srl: Future business leaders hold promise of 'sustainable generation'

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The next generation of corporate leaders are broadly committed to developing more sustainable business models, regard green issues as a major commercial opportunity, and want to work for companies with strong environmental records.

That is the conclusion of a major new survey of 750 corporate graduate trainees, MBA students and "high potential middle-managers" commissioned by broadcasting giant Sky, which confirmed that a self-styled "sustainable generation" is committed to embedding green technologies and business models into the companies they work for.

The report, entitled The Sustainable Generation: The Sky Future Leaders Study, found that 70 per cent of young executives regard sustainability as an area where businesses can create new opportunities, while two thirds believe the tough economic climate should not be used as a excuse for sidelining green projects.

It also revealed that just over a third of respondents regard "creating social and environmental value" as an overall career goal, while nearly 80 per cent said that the "vision and values" of a company are an important factor when they are looking at potential employers.

Speaking at the launch of the report, Sky chief executive Jeremy Darroch said the results prove that there is a new generation of future business leaders who have grown up with sustainability issues.

"They are engaged already with sustainability and it is encouraging that they see it as a priority even in tough economic conditions," he said, adding that the stance of young executives highlighted the need for green businesses to better communicate their values. "All businesses need to get better at communicating their values; it is not just about saying what you have done, but why you have done it."

However, the survey also highlighted a number of challenges faced by businesses in trying to attract the best young executives.

For example, over a third said that they do not believe their employers are providing adequate levels of training or education on sustainability.

Moreover, while 78 per cent of respondents believe that UK businesses are making a genuine effort to become more sustainable, just three per cent said that firms are fully succeeding in meeting their sustainability goals.

Jo Fox, director of the Bigger Picture campaign at Sky, suggested that the onus is on employers to significantly improve how they communicate sustainability initiatives so that they credibly explain what they are doing and outline the motivations that have driven green investments.

Leo Johnson, of PwC Sustainability and Climate Change, said that businesses that can attract young executives who are committed to sustainability are likely to reap plenty of rewards.

"You want someone who wants to get out of bed in the morning and go to work to do something good," he said. "They will be more motivated and they will care more."

However, he voiced scepticism as to whether this new "sustainable generation" fully understands the scale of the changes that will be required to develop a genuinely sustainable economic model.

"I am not remotely convinced this is a generation we can call sustainable," he said, adding that, according to recent research, the average British student now owns nine internet connected devices. "There is still an obsession with consumption over production in this generation."