Conclusion

Climate change, the endangering of biodiversity, poverty, the violation of human rights and increasing population are just a few of many sustainability challenges we need to cope with in the next decades. Young people, in their role of consumers, investors, community members and employees, play a crucial role as change makers since they are able to influence companies to do their part for facilitating sustainable development. At the same time, young people present the workforce of tomorrow and are critical for the competitiveness and innovativeness of companies. The understanding of their values, their expectations and their motivations is therefore important for both, to assess how they can contribute to push companies to behaving more responsibly and—for companies—how they can adapt their employer branding strategies in order to increase their attractiveness as an employer.