King's College London

In my last blog on climate anxiety, we explored how individuals, particularly young people, can confront and transform eco-anxiety into meaningful climate action. However, tackling the climate crisis requires collective efforts from every part of society, and businesses have a pivotal role to play.

In this article, I explore how organisations can help alleviate the environmental burdens faced by future generations. By fostering sustainable practices and creating spaces for climate-conscious innovation, businesses not only contribute to environmental justice, but also help cultivate a sense of hope and agency in young people. After all, in an era where corporate accountability and climate responsibility are more important than ever, businesses must rise to the occasion to inspire, lead, and protect the future.

To delve deeper into the context and challenges of youth engagement, I spoke with Dr Britt Regal, Research Associate at the Centre for Sustainable Business and The Productivity Institute. Britt’s research focuses on co-production within public service organisations, where she gains transferable insights that can be applied to the private sector.

Youth civic engagement

Today’s youth are defined by a growing sense of civic engagement. Making our voices heard has often involved campaigning, lobbying, and creating youth-led movements, especially in the call to action against the climate crisis. In a survey by The Policy Institute in 2022, Gen Z agreed that environmental concerns should be prioritised over economic growth more than any other generation. Equally, they were the generation most willing to change their own lifestyle to reduce climate change. [Survey: Who cares about climate change?].

Even as we continue to push for change and awareness, there are other meaningful avenues that young people could explore, such as co-creation. We have the potential to venture into a new form of engagement, where businesses actively collaborate with communities to scope and implement solutions that enhance their sustainability initiatives.

Opportunities and challenges of business engagement

The significance of youth engagement should not be underestimated. For businesses, co-creation can improve the overall design of their initiatives. This may be through generating novel ideas, facilitating knowledge of the needs of consumers, increasing brand loyalty, and potentially ensuring more long-term success. Meanwhile, young people benefit through access to social connections and mentorship, and the opportunity to gain experience and skills development. It may also foster social mobility through empowering youth to advance in their careers.

However, ensuring sustainable and inclusive participation comes with its own set of challenges. “In my experience, organisations need to be mindful that participation initiatives isn’t a tick-box exercise to showcase inclusivity,” Britt says. “The most successful youth participation examples I’ve seen are practical and have a well-defined process, even if the outcomes may evolve.”

For example, A New Direction created the Young Challenge Group, which advised the organisation on funding decisions for local place-based initiatives. Britt explains that A New Direction purposefully included young people because the local initiatives were designed to involve or support them, making their knowledge relevant.

There was also a clear process—in this case, providing insight on allocating funding—so young people were not merely expected to show up and give their time. Additionally, staff members oversaw the administration and ensured that young people's insights were integrated into the wider organisational processes. An organisation lacking these clear parameters may ask for young people's input but may struggle to know how, or even whether, they can implement it.

Purpose vs private sector

Another challenge lies in misaligned purpose. Businesses generally prioritise profit over people. Britt explains that businesses need to critically reflect on how they can holistically address sustainability challenges, rather than simply resorting to greenwashing. “In larger firms, sustainability initiatives are likely to be isolated within a specific team and disconnected from other business operations.”

However, a shift from traditional business models to more sustainability-centred goals is already required from our environment, society, and the government. One way to introduce innovative solutions and enhance commitment to this transition is by engaging young people. Businesses can try and bridge this gap by re-examining how their environmental and business goals align and placing emphasis on both aspects. This also underscores the importance of not side-lining sustainability, but instead embedding it within the business’s overall vision and core components. In a similar vein, long-term commitment to participation initiatives is crucial to ensuring that both business goals and sustainable outcomes are achieved.

Successful youth collaboration: Examples

Britt invites us to look at organisations such as local galleries and museums. “Many of these institutions are becoming more aware of the need to involve young people and diversify their voices and perspectives.” The Horniman Museum, located in South London, launched The Horniman Youth Panel in 2010 where young people meet regularly to shape what is happening at the Horniman. Businesses could invite young people to advise on how new services can address sustainability initiatives or provide a critical voice to their current sustainability initiatives.

Businesses can also work towards being even more communicative and transparent with the communities in which they are embedded. Britt cites Geothermal Engineering Ltd. (GEL) as an example of a company developing the country’s first deep geothermal plant in Cornwall. From the outset, GEL adopted a personalised approach to designing and delivering its services by providing up-to-date information, allowing public visits to the GEL site, and creating a variety of digital and physical educational resources. Additionally, GEL launched an interactive and inclusive education and career program to offer insights and inspire young people to explore careers in the expanding geothermal and heating industry across Cornwall.

How businesses can work with youth

Partnerships with schools or universities can be a powerful pathway for businesses to engage in co-production. Dr Britt Regal emphasises that, “it is important to reach out to places and spaces where young people are; otherwise, there is a concern that you are only including a particular subset of the population that is not necessarily representative.”

This could involve the implementation of joint youth engagement initiatives or school programs on sustainability and related career paths. These collaborations would not only accelerate the personal and professional development of young people, but also help businesses build long-term relationships with the local community and consumers.

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This article was brought to you by the Centre for Sustainable Business. Find out more about our work here.