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A new report released today (28 April) warns that the label “green jobs” risks discouraging some young people from seeking roles in one of the UK’s fastest-growing sectors.
The research finds that young people from low-income backgrounds are motivated by stable, well-paid careers. However, some associate “green” roles with low pay or believe they are only accessible to those with a university degree – misconceptions that risk excluding them from long-term, rewarding work opportunities.
The rapidly expanding green economy is expected to create an estimated 400,000 additional jobs by 2030 and presents a significant opportunity to support UK growth. However, the research shows that these jobs do not always feel accessible to young people.
The report, Making Green Jobs Accessible for Everyone, is informed by deliberation groups with young people aged 11-21 from low-income backgrounds in England. Published by NPC’s Everyone’s Environment programme in partnership with Groundwork, and funded by the EY Foundation, the report calls for the transition to a net-zero economy to be shaped in a way that speaks to the needs and values of young people.
The report sets out practical recommendations for employers to ensure the green transition delivers inclusive growth and wider access to jobs. These include adapting how roles in the green economy are described and advertised to focus on elements that resonate most with young people, including job security, renumeration, career prospects and clearer, more accessible routes into the sector. This includes clearer information about apprenticeships, vocational training and non-degree pathways.
Recommendations for employers and careers advisors include:
- Focus on “good jobs” messaging - Promote environmental careers as secure, well-paid jobs with long-term prospects, not only as “green jobs”.
- Highlight clear career pathways - Show the routes into the sector, including apprenticeships, vocational training and non-degree options.
- Emphasise pay and stability - Be transparent about salaries, job security and progression opportunities to address misconceptions.
- Use accessible language - Avoid terms that may make roles seem specialist or out of reach.
- Engage young people earlier – Work with schools, colleges and community organisations to raise awareness of opportunities in the growing sector.
- Promote role models – Showcase people from different backgrounds already working in the sector to make careers feel more relatable.
Speaking about the research:
The transition to net zero is creating hundreds of thousands of new jobs. But we need to talk about these opportunities in ways that resonate with young people from all communities. Young people told us clearly that what they want are good jobs – secure, well-paid work with a future. If we focus on the quality of the job first and show how these roles also help tackle climate change, we can open up opportunities to far more people. With the right support, young people facing barriers to employment can thrive in these roles, building their confidence, contributing to their communities and developing long-term careers.
This research shows that young people from low-income backgrounds are not turning their backs on good work, they’re being turned away by the way in which certain “green” jobs are presented. These roles can sometimes seem out of reach, when in reality they may offer exactly what young people tell us they want: good pay, stability, and long-term career prospects. Employers now have a clear opportunity to change this, and we’re looking forward to seeing how they engage young people in meaningful, sustainable careers that will help them thrive at work.
We know that as we move to a more sustainable economy we’ll need more capacity and new skills in growing sectors such as nature recovery, energy efficiency and the circular economy. We also know from our programmes that, with the right support, young people with barriers to employment can flourish in these roles – building their confidence, connecting with their communities and improving their health and wellbeing. Maximising this opportunity means overcoming misplaced perceptions and providing better ways into entry-level roles with real prospects for progression. Many young people are motivated by a desire to work in a job that helps safeguard their future. Our responsibility is to make sure those jobs are more widely accessible, financially rewarding and provide gateways to good careers.