They are part of the fastest growing sector in the economy. According to a recent CSIRO report, there are going to be 3 million of them in Australia by 2015. The rapidly growing band of people plying their trade in the environmental field has even been blessed with their own name - the "green-collar worker". Who are these people, where did they come from, and how will they change workplaces?
Their educational background is often in the fields of science or engineering. There are, however, many exceptions, with every discipline from architecture to zoology represented within the green ranks. In short, in every sector of the economy, there is a need for someone to provide an environmental perspective. Environmentally savvy people are not only being sought by traditionally green organisations, but mainstream businesses are also keen to employ them to boost their environmental credentials and performance.
Common values are likely to be shared by many green-collar workers. Studies have shown that those actively engaged in the environmental field tend to have pro-social, community-focused values, rather than self-centred values like power and achievement. This will follow through to the types of benefits favoured by green-collar workers, who are more likely be impressed by work-life balance and opportunities for community contribution, rather than a company car and progression up the corporate ladder.
Many people are attracted to the environmental field because of a desire to do good. A surprisingly large proportion are there because they have had some kind of awakening, often in the form of "seeing the Al Gore movie". Then they decided to so something about it, not only in their spare time, but in their day job. This commitment to action is another characteristic which defines those who get involved in the green movement. Research has repeatedly shown that those who feel a strong sense of control over their actions and the world around them are more likely to contribute to sustainability, from taking out the recycling, through to getting involved in environmental organisations. A sense of hopelessness and resignation is unlikely to drive a person to be part of the solution.
Aside from an environmental focus, the sense of concern and service to society which attracts many to this sector spreads beyond ecological matters. For instance, those who are serious about contributing to a more environmentally sustainable society are also more passionate about social equity, workers rights, and are even more likely to be pro-feminist. As the influence of these types of employees grows, the demand on organisations to develop a culture of corporate responsibility will grow. More scrutiny will be applied to corporate activities from within and, in these times of skills shortage, there will be more pressure (and opportunity) to prove a strong environmental and social track record in order to attract staff.
The rise of the green collar worker means that business will need to get smart at identifying, recruiting and managing for a distinct set of values, traits and preferences. Those firms with a good understanding of this challenge will ensure they have a head start in the new, greener economy.
Tim Cotter
