Sustainability messaging revealed to be a recruitment driver

Growing awareness of environmental sustainability can drive young people’s interest in careers within the agri-food sector

In a survey carried out on behalf of LEAF (Linking Environment and Farming), a leading global charity, 83.5% of students stated it is ‘very’ or ‘somewhat important’ that their future career helps protect the planet. When asked what would make them most likely to explore a career in agri-food, ‘knowing it makes a difference for the environment’ scored 34.7% overall.

LEAF believes there is a huge potential to engage with more young people about careers in sustainable food production. Its research shows that just 8.9% of pupils report receiving any career information about agriculture.

The charity is launching its Sustainable You(th) Challenge: Growing a better future, which will offer students from all backgrounds the chance to explore their passion for sustainability, and learn how sustainable food production plays a pivotal role in addressing global climate change.

Launched at New Scientist Live in London on 18 October, the initiative seeks to address this lack of awareness of agricultural career opportunities.

The Sustainable You(th) Challenge will provide bursaries to support further education opportunities, exclusive placements with industry partners, and offer flexibility around grades to help secure a place at a top agricultural university.

Students will meet inspirational people working in the industry and discover the breadth of green career opportunities in agriculture.

Fiona Rust, education networks and partnerships lead at LEAF, believes growing awareness of environmental sustainability provides a significant opportunity to engage with students.

“Addressing climate challenges is clearly identified as a meaningful motivator when it comes to considering food and farming as a career,” says Fiona.

“By focusing on sustainable food production, climate change, biodiversity loss, and food security, the challenge aims to empower participants to be a force for good.

“Sustainable food production plays a pivotal role in addressing global climate change and we need new perspectives and fresh ideas as a sector to help us tackle those challenges head-on.

By engaging young people about rewarding careers in agriculture, the Sustainable You(th) Challenge lets students explore how their passion for the environment can drive real and long-lasting change.”

Free to enter, the initiative is open to students from across the UK. They must be in year 12 or 13 in the academic 2026/2027 year or born between 1 September 2008 and 31 August 2010.

For more information about the Sustainable You(th) Challenge and how to apply, go to www.leaf.eco/education/competitions/sustainable-youth-challenge.