How Students Prioritize Sustainability in Company Values

Uncover how the new generation prioritizes sustainability in both their consumer choices and workplace preferences!


In an era where environmental and social consciousness is on the rise, understanding the preferences and perspectives of the younger generations is vital for businesses aiming to stay relevant and responsible. Recent research conducted into the attitudes of Belgian students towards sustainable business practices, revealed exciting possibilities and insights that could reshape the way companies engage with this demographic.

Sustainability Engagement and Student Preferences

75.2% of students prefer to engage with businesses that are active in sustainability

The research uncovered a strong link between a positive business image and sustainability engagement, with a notable 72.9% of students expressing a more favorable view of companies engaged in sustainability. What's even more compelling is that a significant 75.2% of all respondents hold a strong preference for engaging with companies actively involved in sustainable practices.

Consumer Choices

When it comes to consumption, a substantial 75.1% of respondents indicated a preference for environmentally-friendly products. Surprisingly, only a marginal 4.7% expressed a preference for non-environmentally friendly products, underlining a clear consumer shift towards eco-friendly choices.

Employment Preferences

Beyond consumer choices, sustainability considerations significantly influence the employment landscape. A solid 53.7% of students express a preference for companies promoting sustainability. This dual focus on both consumer and employment preferences emphasizes the integral role sustainability plays in shaping perceptions among the student demographic.

The Importance of Advertising Sustainable Practices

The study highlights the importance of companies actively communicating their sustainability initiatives. A staggering 63.6% of students rely on company websites, and 31.6% turn to social media to inform themselves about a company’s sustainable practices. This signifies that businesses must not only adopt sustainable practices but also effectively communicate them through digital platforms.

Importance of Sustainability for Students

Consumer Choices Reinforced

The findings echo the growing significance of environmental and social responsibility in influencing consumer behavior. A significant 69.6% of students consider sustainability a crucial factor in their daily lives, underscoring the increasing importance of eco-conscious choices.

Pillars of Sustainability

When presented with the three pillars of sustainability, that is Social, Environmental, and Economical values, a majority of (55.9%) selected Environmental Sustainability as the dominant pillar, reinforcing the notion that students are particularly attuned to ecological considerations.


As we navigate the complexities of the modern business landscape, it's evident that sustainability is not just a buzzword but a decisive factor shaping the preferences of the next generation.

The research reveals that students express a clear inclination towards purchasing environmentally friendly products and brands, illuminating the need for businesses to prioritize sustainable offerings to capture the younger market.

Furthermore, a significant portion of students expressed a distinct preference for working with companies that are actively engaged in sustainable practices. For businesses aiming to attract top young talent, it is important to embed sustainability into their corporate DNA to become employers of choice among the environmentally conscious workforce.

Finally, the study underscores the importance of effective communication about sustainability practices. A considerable majority of students relying on digital platforms to gather information about a company's sustainability initiatives. Therefore, businesses not only need to adopt sustainable practices but also proactively communicate them through different media channels, ensuring that their commitment to sustainability resonates with the target audience.

Understanding and incorporating sustainable practices is not merely a choice but a strategic imperative. This study provides valuable insights for businesses, urging them to align with the values and preferences of the upcoming generation of consumers and professionals in Belgium. It's time to embrace sustainability not just as a corporate responsibility but as a key driver of success in a world where conscious choices matter more than ever.



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