Employees are the most important asset of an organization when establishing sustainable development. This is especially the case in the tourism and hospitality industry which is a highly service-minded industry and employees have direct relationships with customers. Hence, employees play a crucial role in sustainability implementation.

The new workforce that started entering the job market recently, are members of Generation Z (1995-2009). Members of Generation Z are characterized by their sustainable mindset, according to the popular press. However, there is a lack of empirical research about Generation Z as the new workforce and their generational sustainability ideals.

This qualitative study examines the role of the generational sustainability ideals of Generation Z in their early career. Hence, the author investigates whether the individuals of Generation Z identify the generation as part of their social identity and how their self-efficacy beliefs and career-related goals correspond with people their age.

The results show a more nuanced image of Generation Z as the new sustainable workforce. They do care about sustainability, however, they do not always support their intentions with actions. Their generational sustainability ideals are less represented in their professional career than in their personal lives. It is the organization’s responsibility to create a supportive environment and opportunities for employees to learn about and engage in sustainable behaviour to contribute to a more sustainable industry.