This change is impacting the job market—according to PwC’s Green Jobs Barometer, over 272,000 green jobs (defined as roles that contribute to preserving the environment) were advertised in 2024 across all sectors in the UK alone, marking a 9.2% increase from 2023.
Amid this enduring shift towards a greener world, to build the sustainable leaders of tomorrow many business schools have begun embracing sustainability within their curriculums and wider infrastructure.
To find out how the modern business school journey is facilitating the development of sustainable leaders, we spoke with students and professors from a variety of institutions across Europe.
How are business schools building sustainable leaders?
Embedding sustainability in the curriculum
To ensure that business school students gain the necessary skillset to secure emerging green roles and future-proof their careers, business schools are increasingly implementing eco-focused modules and content into the curriculum.
Alice Veldtman, a cohort of the Nottingham Business School Executive MBA Class of 2023, emphasizes how having the option to study sustainability as part of her course shaped her into the sustainability advocate she is today.
“I participated in the Responsible and Sustainable Leadership module as part of the EMBA. This deepened my passion and commitment to sustainability and to ensuring that businesses understand how to integrate sustainability strategically.”
Sustainability in business also relies heavily on effective communication, particularly to avoid accusations of greenwashing. As such, it has become a core element in marketing courses at business schools.
“In my marketing course, I have explored how brands use sustainability as part of their marketing. Learning how the consumer perceives it and how companies should communicate it within their values,” says Emma Karppinen, marketing student at Aalto University School of Business in Finland.
Some business schools take this a step further, offering specialized sustainability courses that allow students to truly align themselves with the green transition. According to the 2025 Prospective Student Survey by the Graduate Management Admissions Council (GMAC), these eco-focused master's degrees saw the largest increases across all age groups between 2023 to 2024, including Master's of Sustainability Management and Master's of Climate Finance.
Maria Dessa, an MSc Management and Sustainability graduate from Manchester Metropolitan University (MMU) Business School, feels her specialized course gave her the toolkit needed to adapt to a greener world of business and become an environmentally responsible leader.
“I was trained at business school to approach business challenges with a focus on creating long-term value for the planet, society, and the economy.
"During my studies, I was taught theoretical and practical frameworks that allowed me to understand the value of sustainability on a business, societal, and ethical level. This helped me develop the strong mindset essential for tackling climate change and building a better world through business,” she adds.
Dr. Suzana Matoh, program leader for the MSc Management and Sustainability at Manchester Metropolitan University Business School, notes that these specialized program helps shape sustainable leaders by giving students opportunities to engage in real-world projects.
“It’s crucial for students to work on live projects and gain hands-on experience in addressing real-world sustainability issues. It allows them to apply their knowledge and skills to co-create innovative, sustainable solutions and make positive impacts beyond the classroom.”
Inspiring students to engage with sustainability
It’s important to note that business students play as much of a role in shaping themselves into sustainable leaders as their business schools do. For many, becoming a sustainability-minded leader starts even before they arrive on campus.
“When choosing a university place, we’ve heard that students are increasingly considering sustainability, consulting the QS Sustainability Rankings and the People and Planet League for Universities,” says Helen Goworek, professor of Marketing and MSc Marketing program director at Durham University Business School.
“Some also assess how universities demonstrate visible examples of sustainable behavior, such as using solar power, offering recycling facilities, and creating systems for graduating students to donate items they no longer need to future students,” she adds.
Jennifer Bacsa, an international student studying a Master’s in Marketing at Corvinus University of Budapest, also notes how sustainability has shaped her school selection.
“The university and teachers have won several green awards, which I thought was pretty impressive. I wanted to attend a school that reflected the type of business leader I hoped to become one day.”
While business schools offer many opportunities for students to deepen their understanding of sustainability in business, at times these initiatives are offered on an optional basis, requiring self-motivation on the part of the student.
Elsa-Maria Oksanen, another student from Aalto University School of Business, exemplifies this self-driven approach. Alongside her studies, Elsa-Maria took on the role of sustainability lead for KY, the school’s student association.
“I understood that understanding sustainability gives you an advantage in the business world, and my role at KY has allowed me to cultivate this competitive edge,” she says.
Suzana, who teaches at MMU Business School, also recognizes the proactive role students play, noting that many actively join the school’s sustainability initiatives despite not being required to.
“We have a Student-Staff Sustainability Group, where students get involved in organizing events like the annual Summer Sustainability Festival and participating in tree planting with the local community in Platt Fields Park.
"Their level of commitment is outstanding; it’s clear that many of them will assume impactful green roles after graduation, such as sustainability analysts and carbon consultants,” she adds.
Encouraging students to consider sustainability careers
Business schools also act as a source of inspiration for the future leaders of tomorrow, providing not only the essential knowledge but also the motivation to adopt sustainability principles and seek out relevant career opportunities.
“My time at business school has deepened my commitment to eco-conscious leadership. My experiences have inspired me to integrate sustainable practices into organizational strategies and to pursue roles where I can drive change, balancing profit with responsibility to society and the environment,” says Amin Sartipi, an MSc Sustainability and Management student at MMU Business School.
For Jennifer from Corvinus, this also rings true. Her business school experience has exposed her to opportunities she never knew existed.
“The message I constantly get from Corvinus is that I can’t be a responsible future leader without integrating sustainability into my work. It’s opened my eyes to how sustainability can be applied to various fields, and it’s definitely something I plan to carry with me in my future career.”
And students are having success in seeking out career paths where they can make a difference as eco-conscious business leaders.
For example, since graduating from Nottingham Business School, Alice has founded a sustainability-focused consultancy, Raven Sky Consulting Ltd, seeking to help companies embed sustainability into their strategies. She also works as a sustainability consultant for the university, supporting the delivery of carbon management and climate literacy training.
“My student experience helped me redefine my career aspirations and my commitment to delivering work aligned with my purpose of helping to create a more sustainable future."
Why there is still room for improvement
Building sustainable leaders through thoughtful, empathetically-minded business education is an ongoing process that continues to evolve alongside the business world.
While strides have been made so far, there remains plenty of room for improvement. According to the LinkedIn Global Talent Stocktake, the size of the green talent pool must double by 2050 to keep up with anticipated demand for sustainable practices across various industries.
Tabea Knuehl, a master’s student at Mannheim Business School, shares this sentiment: “Business school has made me more aware of the importance of sustainability in business," she says. "That being said, there’s still a need to better integrate the basics into all areas of study so that those not specializing in it can understand its relevance."
This significant challenge also presents a unique opportunity for those business schools prepared to broaden the scope and size of initiatives focused on sustainability in business. By actively expanding their curriculms and programs, institutions can empower future leaders with the essential knowledge and skills needed to drive impactful change.
