Leading the sustainability change? : Gen Z business students navigating amid global disruptions

Abstract

The ecological crisis and COVID-19 pandemic are global disruptions that have critically changed our everyday lives, practices, consumption habits, and tourism behaviour. These global crises call for positive change towards globally responsible consumer behaviour and leadership. Considering Generation Zers’ (Gen Zers’) sustainability ethos, this chapter discusses Gen Z as the next ‘sustainability’ change by examining business students’ environmental world view, environmental education level, and environmental behaviour (EB). Quantitative and qualitative data were collected from Finnish business students via a survey (n=172) and written narratives (n=70). The findings revealed that students were concerned about the ecological crisis and supported endorsing a pro-ecological world view. Moreover, they reported a high level of environmental knowledge and attention to sustainability in their daily practices, especially by seeking information, recycling, and considering their consumption choices. Tourism has become an essential part of Gen Zers’ lives. However, it involves contradictions as the negative implications are increasingly acknowledged. The chapter highlights that turning negative disruptions into positive change through societal transformation may enhance visions of the good life. Catalysing positive change requires solidifying Gen Zers’ existing values, attitudes, and behaviours into concrete actions to be undertaken by tomorrow’s consumers, professionals and leaders.