Generation PI: Positive Impact and Sustainable Natives
So far, however, many companies are hardly prepared for the future changes due to the ideas of those persons that will be starting their careers in the next few years. In fact, this new generation of ‘sustainable natives’ presents new challenges and opportunities for companies (as I have explained in more detail in a recent article in the Haufe Personalmagazin). In particular, the following typical perspectives of this ‘Generation PI’ – Positive Impact – have to be considered.
1. Sustainable natives
Many current students are ‘sustainable natives’ because they perceive sustainability as a core topic since their early youth. In contrast to the extensive public discussions about ‘digital natives’, the role of ‘sustainable natives’ has been mostly ignored so far.
2. Doubtful prospects
Typical for ‘Generation PI’ are doubts whether their future standard of living will remain as good as their current situation and as the life of their parents, especially due to climate change.
3. Expected limitations
Many current students expect restrictions on possible behaviors to enable a more sustainable economy and society in the future, for instance bans or massively increasing prices for air travel or the consumption of less sustainable food.
4. Positive contribution
Beyond the goal of no-net-loss, ‘Generation PI’ is ready to make a positive contribution in terms of a net-positive-impact. Here, companies need to focus on major innovations rather than limiting themselves to reducing CO2 emissions in established processes.

5. Problem solving
There is a widespread expectation among ‘Generation PI’ that firms should play an active role in solving environmental and social problems – ideally in their core business, whereas greenwashing will be perceived much more negatively in the future.
6. Triple bottom line
For the ‘Generation PI’, the elements of the triple bottom line, i.e. economic, environmental and social goals, are perceived as having much more equal weight than for many firms’ current executives, who often focus on the economic dimension.
7. Employer branding
The views of ‘Generation PI’ will have a massive impact on HR management. In particular, firms need to consider the impact on employer branding as soon as possible.
Positive sustainability is crucial, whereas communicating a few selected initiatives to reduce negative environmental effects is far from sufficient.
Many firms are not yet aware of the impact of the changes that will result from these perspectives. If executives start to interact with the ‘Generation PI’, they will quickly notice their focus on positive sustainability. The new opportunities that arise can be systematically addressed with suitable managerial tools, such as the
SUSTAINABILITY INNOVATION MAP and the
GREEN GRASS STRATEGY.

