Students want purpose-driven careers – but employers are failing to keep up, new report finds

Young people entering the job market are demanding careers that align with their values and contribute to tackling global challenges such as climate change – but universities and employers are struggling to keep pace, according to a new report.

The Sustainability and Early Careers UK 2025 report, discussed in the latest episode of the Oxford Brookes University podcast, highlights a growing disconnect between student aspirations and the opportunities available to them.

Dr Karen Cripps, Associate Professor in Responsible Management and Leadership at Oxford Brookes, said the findings underscored a shift in how Generation Z view their futures. “Students don’t just want a job – they want work that matters. Sustainability and social impact are central to how they imagine their careers,” she explained.

Yet the report suggests that while demand for purpose-driven careers is rising, employers have been slow to adapt. Dr Jonathan Louw, Associate Professor in Management Education, noted that the gap is particularly stark in how careers are presented. “Employers often fail to communicate the sustainability aspects of roles, even when they exist. Students aren’t seeing a pathway to the kind of impact they want to make.”

Oli Coles, Founder & CEO of Windō and Entrepreneur in Residence at Oxford Brookes, argued that universities have a role to play in bridging the gap. “We need to do more to connect students with businesses and show them that meaningful, sustainability-focused careers are out there. At the same time, employers need to rethink how they engage with graduates – it’s no longer just about salary, it’s about values.”

The report warns that unless businesses respond, they risk losing out on a generation of talented graduates who are prepared to look elsewhere – or create their own opportunities – if they can’t find roles that reflect their principles.

As universities expand their careers support and embed sustainability across curricula, the challenge now is ensuring employers step up too. “The future of work is changing,” said Cripps. “The question is whether businesses are ready to change with it.”