Nearly 80% of graduates, MBA students and middle managers participating in ’The Sky Future Leaders Study’ say that the vision and values of a company is an important factor when looking at potential employers,

And 34% went on to say that creating social and environmental value through business is an important career goal.

The study, launched today, focused on the 750 participants’ attitudes toward sustainability, meaning in the study’s terms, “a process which involves creating economic value in a way that also creates value for society and the environment by addressing their needs and challenges”.

Not all panellist’s at Sky’s launch event were persuaded of the current generation’s commitment to sustainability, however, in spite of the survey results.

Leo Johnson, partner in PricewaterhouseCooper subsidiary Sustainable Finance, told the audience that he was “not remotely convinced” that the current generation was focused on sustainability, adding that consuming appeared to be more of a priority.

On the other hand, a candidate’s demonstration of such values could be very attractive to a potential employer, Johnson said. “You want someone who wants to get out of bed and do something.”

Other panellists at the morning event were Dr Kevin Money, director, the John Madejski Centre for Reputation; Tom Pakenham, founder, Green Tomato Cars; and Jo Fox, director, The Bigger Picture, Sky.