Harvard Case - Generation Z: Does Climate Change Concern Match Knowledge?
"Generation Z: Does Climate Change Concern Match Knowledge?" Harvard business case study is written by Andrew Isaacs, Natalia Costa i Coromina. It deals with the challenges in the field of Business Ethics. The case study is 6 page(s) long and it was first published on : Dec 31, 2021
At Fern Fort University, we recommend a multi-pronged approach to address the disconnect between Generation Z's climate change knowledge and concern. This approach emphasizes ethical leadership, transparency, and stakeholder engagement to foster a culture of environmental stewardship and sustainable decision-making.
2. Background
The case study focuses on the apparent disconnect between Generation Z's awareness of climate change and their perceived level of concern. Despite a high level of knowledge about the issue, their actions and engagement in addressing it seem inconsistent. This highlights a crucial gap between understanding and action, which poses a significant challenge for organizations and institutions seeking to promote corporate social responsibility and sustainability.
The main protagonists in this case are the students at Fern Fort University and the university administration. The students represent a generation deeply aware of climate change yet seemingly less motivated to take action. The university administration faces the challenge of bridging this gap and fostering a culture of environmental responsibility within the institution.
3. Analysis of the Case Study
This case study can be analyzed through the lens of stakeholder theory, which emphasizes the importance of considering the interests of all stakeholders in decision-making. Here, the stakeholders include:
- Students: Generation Z, who are the primary focus of the case, are both beneficiaries and contributors to the university's sustainability efforts. Their knowledge, engagement, and actions are crucial for achieving positive change.
- University Administration: Responsible for setting the strategic direction, allocating resources, and implementing policies that impact the university's environmental footprint.
- Faculty: Play a crucial role in educating students about climate change and promoting sustainable practices.
- Alumni: Represent a vital constituency that can contribute to the university's sustainability initiatives through financial support, advocacy, and mentorship.
- Community: The local community is impacted by the university's operations and can be a source of support or resistance to sustainability efforts.
Analyzing the case through this framework reveals the following key issues:
- Knowledge Gap: While students are well-informed about climate change, they lack the practical knowledge and skills to translate their understanding into meaningful action.
- Motivation Gap: The case suggests a disconnect between awareness and concern, potentially stemming from a lack of personal connection to the issue or a sense of powerlessness.
- Lack of Institutional Support: The university's current efforts may not be sufficiently robust or visible to motivate student action.
- Limited Stakeholder Engagement: The university may not be effectively engaging with all stakeholders, including students, faculty, and the community, to build consensus and drive change.
4. Recommendations
To bridge the gap between knowledge and action, Fern Fort University should implement the following recommendations:
1. Enhance Climate Change Education:
- Integrate Climate Change into Curriculum: Develop and implement a comprehensive climate change curriculum across various disciplines, focusing on the scientific, social, and economic dimensions of the issue.
- Promote Experiential Learning: Offer opportunities for students to engage in hands-on projects, research, and community-based initiatives related to climate change solutions.
- Foster Interdisciplinary Collaboration: Encourage collaboration between faculty from different departments to develop innovative and integrated approaches to climate change education.
2. Cultivate a Culture of Environmental Stewardship:
- Develop a Clear Sustainability Strategy: Articulate a comprehensive and measurable sustainability strategy that aligns with the university's mission and values.
- Implement Green Practices: Adopt sustainable practices across campus operations, including energy efficiency, waste reduction, and responsible procurement.
- Promote Sustainable Transportation: Encourage the use of public transportation, cycling, and walking, and invest in infrastructure to support these options.
3. Engage Stakeholders in Sustainable Decision-Making:
- Establish a Sustainability Council: Create a representative council comprised of students, faculty, staff, and community members to provide input and guidance on sustainability initiatives.
- Promote Transparency and Accountability: Regularly report on the university's progress towards its sustainability goals and provide opportunities for feedback and dialogue.
- Facilitate Student Leadership: Empower student organizations and initiatives focused on climate change and sustainability, providing resources and support for their efforts.
4. Foster a Sense of Personal Accountability:
- Highlight the Impact of Individual Actions: Educate students about the collective impact of individual choices on climate change and empower them to make sustainable choices in their daily lives.
- Promote Sustainable Consumption: Encourage students to adopt sustainable consumption patterns, including reducing waste, choosing eco-friendly products, and supporting local businesses.
- Recognize and Reward Sustainable Behavior: Implement programs and incentives to recognize and reward students and faculty for their contributions to sustainability.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with the university's core values of education, community engagement, and social responsibility.
- External Customers and Internal Clients: The recommendations address the needs of students, faculty, staff, and the surrounding community.
- Competitors: The recommendations position Fern Fort University as a leader in sustainability among higher education institutions, attracting students and faculty who value environmental responsibility.
- Attractiveness: The recommendations are attractive to students and faculty who are passionate about climate change and seek a university that reflects their values.
- Assumptions: The recommendations assume that students are receptive to learning about climate change and are willing to engage in sustainable practices.
6. Conclusion
By implementing these recommendations, Fern Fort University can bridge the gap between knowledge and action, fostering a culture of environmental stewardship and sustainable decision-making. This will not only benefit the university and its community but also contribute to a more sustainable future for all.
7. Discussion
Alternative approaches to address the knowledge and action gap include:
- Focusing on individual behavior change: This approach emphasizes individual actions and choices, potentially neglecting systemic factors contributing to climate change.
- Prioritizing research and innovation: While important, this approach may not directly address the immediate need for action and engagement.
- Adopting a purely market-based approach: This approach relies on market forces to drive sustainability, potentially overlooking the need for government regulation and social responsibility.
The key assumptions of our recommendations include:
- Student receptiveness: Students are willing to engage in learning about climate change and adopt sustainable practices.
- University commitment: The university is committed to implementing a comprehensive sustainability strategy and allocating resources to support it.
- Stakeholder collaboration: Stakeholders are willing to collaborate and work together to achieve common sustainability goals.
8. Next Steps
To implement these recommendations, the university should:
- Form a Sustainability Task Force: This task force should be comprised of representatives from various departments and stakeholders to develop and implement the recommendations.
- Develop a Timeline and Budget: Establish a clear timeline and budget for implementing the recommendations, including specific milestones and deadlines.
- Communicate Progress: Regularly communicate progress on the implementation of the recommendations to all stakeholders, fostering transparency and accountability.
By taking these steps, Fern Fort University can demonstrate its commitment to environmental sustainability and inspire a generation of students to become agents of change.
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Case Description
In Fall 2020, researchers tested how much graduate students at UC Berkeley's Haas School of Business understood about climate change science. 144 MBA students took a 4-minute "pop quiz" with eight short questions gauging their general familiarity with climate change. While the quiz was not comprehensive, the results indicated students' basic knowledge was limited. The implications were stark: if well-educated students at an elite institution were uninformed about the causes of climate change, how effectively could they address climate-related issues as future leaders? Why was there a disconnect between caring about the environment and lacking knowledge of how it was threatened?
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