Opinion: We’re reshaping business education because sustainability is no longer optional for graduates

Professor Jenna Ward, Dean of the College of Business and Law, explains why Coventry University’s business education isn’t embracing sustainability as a nice to have – it's essential skill for graduates.

When I speak to industry leaders, the message is clear: they don't just want graduates who can maximise profit – they want ethical, responsible decision-makers. That's why, at Coventry University, we're embedding sustainability and responsible leadership throughout our business education to help shape the leaders of the future.

As businesses navigate the transition to net zero, the need to balance both profitability and sustainability is reshaping the skills valued by employers. Net Zero Week is a timely reminder of why preparing future leaders for that reality has never been more important.

The business landscape is changing. Climate change, resource pressures, changing consumer expectations and the transition to net zero are reshaping how organisations operate. Increasingly, businesses recognise that long-term success depends not only on financial performance but on how responsibly that performance is achieved.

Not a choice between profit and sustainability

However, business still needs growth. It needs innovation, investment and entrepreneurs who can build successful organisations, create jobs and drive prosperity.

This is not a choice between profit and sustainability. The most successful organisations understand that responsible, clean growth, strong financial returns and positive social impact go hand in hand.

Sustainability is no longer simply a matter of corporate responsibility. It is increasingly linked to competitiveness, resilience, reputation and long-term value creation. Customers, investors, employees and regulators are all placing greater emphasis on how businesses respond to environmental and social challenges.

That is why sustainability and responsible leadership are embedded throughout our business school curriculum – not as standalone topics but as core principles that help students understand the opportunities and responsibilities that come with business decision-making.

Creating better futures

Our approach reflects Coventry University Group’s mission of creating better futures through responsible management education. We are committed to equipping future leaders with the knowledge, skills and behaviours needed to drive innovation and growth while making a positive contribution to business and society.

The scale of business education makes this more important than ever. According to the Chartered Association of Business Schools, more than 490,000 students in the UK are studying business and management. One in six UK students is enrolled on a business-related course, while business students account for a quarter of all graduate start-ups. What they learn today will influence organisations, industries and communities tomorrow.

For universities that brings with it a responsibility to ensure graduates are equipped not only to succeed commercially but to understand the wider impact of the decisions they make.

That is where the United Nations' Principles for Responsible Management Education (PRME) play an important role. PRME is a global initiative which aims to ensure business schools develop future leaders who can balance economic, environmental and social priorities. We are proud to embed these principles throughout our teaching, helping students understand that business decisions have consequences that extend far beyond the balance sheet.

Through PRME, sustainability is not treated as an optional extra. It is integrated across disciplines including finance, accounting, entrepreneurship and management. Students are encouraged to consider impact, ethics and responsible leadership alongside commercial objectives, ensuring they develop a broader understanding of what sustainable business success looks like.

Our commitment extends beyond the classroom. We support initiatives including Climate Literacy and Action Training, Bloomberg Environmental, Social and Governance (ESG) certification opportunities and international collaborations focused on climate change solutions. These experiences help students develop the practical skills needed to lead organisations through an increasingly complex and rapidly changing business environment.

Long-term challenges

The financial planning sector provides a powerful example of why this matters.

Traditionally viewed as a sector focused solely on returns, financial planning is evolving rapidly. Environmental, social and governance considerations are becoming an increasingly important part of investment decisions, with firms recognising that long-term value depends on understanding risk, responsibility and sustainability alongside profitability.

Industry leaders consistently tell us they are looking for graduates who can navigate these challenges. They want people who understand that responsible investment and financial success are not opposing forces. Rather they are complementary drivers of sustainable growth.

We’ve responded to this by developing one of the UK's few dedicated undergraduate degrees in financial planning. Supported by strong industry partnerships, scholarships and placement opportunities, the programme is helping to build the next generation of professionals for a sector experiencing significant demand for skilled graduates.

Tangible results

We are already seeing the impact of this approach. Alumni and partners return to share experiences of sustainable pensions, responsible investment and climate resilience, helping students understand how the principles they learn in the classroom translate into real-world business practice. We see that impact internationally too, through partnerships such as The Knowledge Hub in Egypt, where graduates are contributing to sustainability initiatives and bringing that experience back to current students.

Ultimately, this is about preparing graduates for the realities of modern business.

The transition to a low-carbon economy will depend on countless decisions made by entrepreneurs, investors, managers and business leaders. The organisations that thrive will be those that can innovate, grow and remain profitable while creating value for society and responding to the challenges of a changing world.

That is why we are embedding sustainability and responsible management throughout business education at Coventry University. Not because profit matters less, but because the future belongs to leaders who can deliver both commercial success and sustainable impact.

This piece was produced with contributions from Coventry University PRME Lead, Jaliyyah Bello.