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The New Chapter: Attracting ‘Generation Green’

In the electronics industry, we talk a lot about sustainability in terms of recruitment and retention of the next generation of engineers. But what if the key to sustaining the industry long into the future is through the more common definition of the word? What if, for just a moment, we think about sustainability in terms of the environment and what we as an industry are doing to care for it? Because, if you weren’t aware, Gen Z cares tremendously about the environment and the actions companies are taking to preserve it. Without Gen Z joining the electronics industry’s workforce, we won’t be able to sustain the industry for much longer.

Why should companies care about Gen Z’s love for the environment? For starters, it is believed Gen Z values environmental sustainability much more than their elder counterparts. According to a recent study1, 62% of Gen Z shoppers prefer to buy from sustainable brands, with 73% willing to pay more for sustainable products. Shopping habits are just the beginning. Gen Zers (like all of us) want to live and work in communities that value sustainable practices. According to another survey2, 64% of Gen Z noted the importance of an employer to act on environmental issues. In fact, 54% would take a pay cut to work for a business that reflects their ethics.

This passion for the world around us has long held importance to the newest generation, but it seems only to be growing with the rise of social media. In October 2021, TikTok recorded a view count of over two billion on hashtags #NatureLover and #EarthDay in a mere year’s time. Today’s digital climate allows for influencers to push agendas they deem important to millions of Gen Z (and Generation Alpha) followers. Videos with creators using eco-friendly products, recycled materials, and vegan clothes are trending daily. “Going Green” is the new cool for this generation.

So, where do employers start to attract these eco-friendly leaders? In short, by becoming eco-friendly leaders themselves. More and more young professionals are looking for businesses to take on the responsibility for their environmental impact. Gen Z is looking for future employers to make sustainability part of their brand by creating open and honest lines of communication on efforts they are making to prioritize environmental initiatives. However, business beware, Gen Zers are known to quickly “cancel” a brand or company they believe is “greenwashing”—pretending to be environmentally conscious.

Beyond taking action to reduce their carbon footprint and recycling, here are some ideas to promote sustainability inside and outside of the office.

• Host community clean-up days. By organizing and encouraging volunteer groups to aid in a community clean-up day, companies are showing their care for the community that supports them. In addition, employees are given a sense of pride by keeping the community they live in happy, healthy, and clean.
• Encourage alternate modes of transportation. Are employees able to bike between buildings instead of driving? Can they work from home one to two days a week? Are there walking options for them on their way to/from work? Reducing the amount of driving time reduces your employees’ carbon footprints; the more people involved, the greater the impact.
• Consider adding recycling bins around the office. Are your employees using a lot of paper, cardboard, or even batteries? Maybe consider adding a handful of recycling bins around the office to reduce waste.
• Switch to eco-friendly water and coffee cups. Most offices and breakrooms have water filtration systems or coffee makers stocked with single-use plastic or Styrofoam cups. Consider swapping them for cups made of recyclable materials. Also, encourage reusable water bottles and thermoses.

Adding in just a couple of these actions will increase employee satisfaction and may help the mental well-being of your employees. In fact, in the Bupa study2, 68% of Gen Zers are anxious about environmental issues compared to 63% of millenials, 62% of Gen X, and 65% of baby boomers. This study found that mental health costs for UK businesses are €45 billion a year. Imagine what we could do for our employees by participating in the environmental revolution.

To recruit and retain an environmentally conscious generation, companies must take environmental sustainability seriously. Showing employees you care enough about them that you’re willing to instill practices that benefit the communities around you is an act of showing them how much you care. Who wants to live and work in a place where the water is not drinkable and environmental resources are limited? It’s time for businesses to take ownership of their consumption and make changes to maintain the resources we currently use for future generations. The sustainability of our businesses and industry is dependent on the sustainability actions we take for the planet.

References

1. “The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail,” First Insight.
2. “Gen Z seek ethical workplaces as environ-mental health burden bites,” Bupa, Jan. 13, 2022.

This column originally appeared in the March 2024 issue of PCB007 Magazine.