Today’s students are more climate conscious than ever. They don’t just want to join a university that says it cares; they want to see evidence that it’s built into the culture, the curriculum, and the day-to-day experience.
For university leaders, this presents both a challenge and a significant opportunity. The reputational cost of superficial action is rising but so is the potential return on genuine, demonstrable sustainability leadership.
Too many institutions still rely on polished booklets, annual reports, or stand-alone themed events run by the students union to convey their environmental credentials. But it’s time to stop underestimating the students that are applying because they see through greenwashing technique better than any other generation.
They look for integrity between messaging and real-life experience. They notice whether recycling facilities are clear and functional. They see whether sustainability is integrated into decisions, building operations, and digital systems.
A ‘green week’ and the occasional book-swap-shop event is no longer cutting it. It relies far too much on the students to lead sustainability initiatives. Students have enough on their plate to also be pushing an eco-agenda for their university so they’re looking to see what’s on offer before they even apply. They want something tangible, something they can get involved in without having to create, host and market the agenda.
So, how can leadership turn values into visible, measurable action that gets students to apply? We’ll share some of the tried-and-tested tactics that we’ve seen success with.
- Move from communication to transformation
Sustainability must be embedded in strategy, not just marketing. If the comms teams are the only people who are talking about sustainability in the university, you’ve got a problem. Students and external stakeholders are increasingly looking at how sustainability shapes decision-making – from estates planning and supply chains to course content and community engagement. If anyone (including prospective students) is going to invest their time or money in an institution, they’re going to want to see plans for the future.
- Focus on measurable impact
Accreditations can be a great start, but internal KPIs matter more. Quite often a ‘stamp’ of approval is easy to look past, especially when the student doesn’t recognise it on its own. It’s important that plans relate directly to change and are easy to understand. How many departments have sustainability leads? What percentage of staff and students are actively engaging in green initiatives? Is your waste reduction plan on track — and how are you proving it?
- Make engagement easy and rewarding
Digital platforms that drive behaviour change can help you create measurable participation, not just passive awareness. Look for tools that give real-time data, integrate with university systems, and make sustainability personal and accessible to students and staff. They accessible to everyone alike and ensures the entire community, from leadership to students’ union event coordinators can be doing their part to work towards a common goal. Truly uniting the campus.
- Shift the narrative from “greenwashing” to “green action”
Today’s learners and tomorrow’s applicants are increasingly vocal about performative sustainability. A credible green reputation isn’t built on policies alone. It’s built on stories of action that students can see, feel, and be part of. There’s a reason why fresher’s week is so popular throughout the nation – it’s built upon genuine legacy that benefits new students. Now is the time to create a green legacy.
- Leverage sustainability to drive institutional value
Done right, sustainability delivers more than reputational benefits. It lowers operational costs, strengthens funding bids, enhances student satisfaction, and helps meet evolving regulatory and reporting requirements — from the OfS to net-zero mandates. Investing in greener behaviours and policies throughout a campus can have significant return and savings which, you guessed it, can be reinvested to grow even more.
At Greenredeem, we work with forward-thinking universities to make all of this easier. Our behaviour change platform enables measurable, institution-wide engagement with sustainability goals supporting both leadership strategy and student experience.
Sustainability leadership is no longer optional. It’s a differentiator, a duty, and a competitive advantage. The universities that lead will be the ones that prove it — not just say it.
