Inspiring young people to pursue green careers
Together with Co-op, we commissioned a study to explore the barriers and enablers young people face when pursuing green jobs and careers.
Why we carried out this research
This research was conducted by The Social Agency to help the development of our £2.2 million Green Opportunities Fund – a partnership with Co-op. The fund aims to support initiatives across the UK to influence young people to develop green skills and pursue green careers.
The study helps us maximise the impact we can make with our resources through:
- Defining the focus of the fund – how do we address barriers around green skills and careers for young people
- Mapping the funding landscape
- Identifying good practice
- Establishing eligibility criteria for the funding
This inquiry involved desk-based research and interviews with 15 stakeholders. It builds on our 2023 Gen Z(ero) report, which found that young people are keen to learn more about the transition to a sustainable economy, including the green job opportunities available to them.
Key findings
The research revealed a complex funding landscape for green skills, making it challenging to comprehensively map funding gaps and opportunities for the fund.
However, clear strategic opportunities were identified:
- Prioritising regions with lower socioeconomic backgrounds
- Focusing on underrepresented communities
- Supporting tangible work experience and apprenticeships
- Targeting younger age groups (14+) to inspire interest earlier
- Influencing policy around green skills
Research also identified a range of barriers for young people entering green jobs and careers:
Knowledge barriers
Young people lack awareness of what a green job is, and which sectors provide them. Research shows 59% of young people who had heard the term ‘green job’ could not explain what they were.
Practical barriers
Subject choices in school, particularly in Science, Technology, Engineering and Maths (STEM), significantly influence access to green careers. A lack of practical, hands-on learning can cause declining interest in STEM subjects
Financial barriers
Training and travel costs, student debt, and perceptions of low earning power can deter young people from lower socioeconomic backgrounds.
Social barriers
Parents and carers heavily influence career choices, but they often lack awareness of green jobs. Young people’s awareness of green jobs through formal education is mixed, with 46% of young people reporting they had not heard about green jobs during their education.
Identity and beliefs barriers
A lack of representation and misconceptions about poor pay, job insecurity, and a high degree of specialisation, combine to make young people feel green jobs aren’t ‘for me’.
Key recommendations
- Inspiring the next generation – choosing the right age group: The Co-op Green Opportunities Fund should prioritise 14–20-year-olds, a critical window where young people can be inspired to make life-shaping decisions and start developing the skills that will power the green economy.
- Underrepresented young people – championing inclusion in the green economy: The research identified a gap in funding targeted towards underserved young people. The Co-op Green Opportunities Fund should prioritise young people who are underrepresented in green jobs, including women, young people from Global Majority backgrounds, young people with disabilities, and those from lower socioeconomic backgrounds.
- Rethinking education – valuing informal pathways: Formal education – delivered through schools, colleges, and universities – remains vital, but informal pathways often have greater impact. The fund should encourage approaches that prioritise informal educational pathways, ensuring that young people can access inspiring, hands-on opportunities to explore green skills outside traditional classrooms.
- Building from the group up – a regional approach to scale: While the fund will operate across the UK, evidence shows that the most effective interventions start regionally. By working closely with local educators, governments, and employers, the fund can create models of success that respond directly to community and industry needs.
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