Why ESG Matters to the Next Generation

There was a time when ESG sat quietly in the background of business – something to satisfy compliance, tick boxes, or append to an annual report.

That time is over.

For a new generation of talent, Environmental, Social and Governance (ESG) commitments are no longer peripheral – they’re central. Not just to decision-making, but to how people assess an employer’s credibility, values, and long-term relevance.

If your EVP doesn’t acknowledge this shift, you’re not just behind the curve – you’re signalling to candidates that you may not be evolving at all.

ESG isn’t a trend – it’s a filter

Graduates, early-career professionals, and even mid-level movers are increasingly using ESG as a lens:

• “Do they take climate impact seriously?”

• “Are they transparent about diversity, representation, governance?”

• “Do they pay lip service to purpose – or embed it?”

It’s not just about ideals. It’s about alignment. Candidates want to work for organisations that reflect the world they want to help shape.

This shift isn’t without resistance. In some global markets, particularly the US, ESG and DE&I initiatives are being politicised – framed as distractions rather than fundamentals. But in the UK, and especially among purpose-led businesses and younger candidates, the direction of travel is clear: values matter, and visibility counts. The organisations that engage seriously with ESG are not just meeting expectations – they’re setting the tone for what comes next.

And when ESG is woven into your employer brand – not siloed from it – you begin to attract people who will amplify, not dilute, your values.

Your ESG position is already visible – even if you haven’t framed it

You may not think of your social posts, website, or job ads as ESG communications – but candidates do. They notice:

• The stories you choose to tell (or avoid)

• The communities you engage with

• The tone you take when discussing responsibility, inclusion, or impact

• Whether your leadership is present – and accountable

That’s why clarity matters. A vague ESG message is worse than none at all. But when you’re clear – and consistent – it gives candidates confidence in who you are.

From policy to proposition

With Venn’s platform, employers can bring ESG into view in a way that’s structured, accessible, and relevant to recruitment. From pages about sustainability initiatives and inclusive culture, to leadership interviews and team features – content modules can be tailored to reflect the values that matter most to your business and the people you want to attract.

Fernly supports clients in defining and expressing this more clearly – integrating ESG into the EVP, employer messaging, and campaign strategies in a way that feels real, not performative. For organisations ready to go deeper, Fernly also offers carbon literacy training, helping leaders and teams better understand climate impact and their role in building a more sustainable business from the inside out.

Final thought

ESG doesn’t just help you attract the next generation of talent – it helps you keep them.

Because when people join a business that reflects their values, they bring more than skills. They bring belief.

And belief, in the right culture, turns into loyalty.

This blog is part of a nine-part series designed to help employers attract, engage and convert better talent. 

If you'd like support applying these ideas, you can enquire directly about our core package – and build from there. That might include strategy, content, or even video and photography through our creative partners.