Dentsu launches sustainability and climate change upskilling program

Marketing and advertising network, Dentsu, has joined Generation C, a climate education provider, to develop a series of fully-funded interdisciplinary resources intended to upskill young people across the UK on sustainability and climate change.

The bespoke learning resources are the latest evolution of Dentsu’s award-winning social impact programme, The Code, which aims to strengthen the pipeline of future talent by addressing the climate change “green skills” shortage and inspire the next generation of changemakers.

The pilot has just started and will run throughout the winter term, with five primary and secondary schools participating in Manchester, Kent, Dartford, and London. The resources thread into the current National Curriculum learning objectives and will focus on sustainable consumption for the current academic term. After the pilot, the resources will be made available for all schools to access from 2024 onwards via an online platform.

The resources aim to connect theory with practical application, instil sustainable behaviour change, and spark proactive conversations and solutioning around real-world business challenges. The case studies examined have been compiled through the lens of clients that Dentsu represents worldwide. By connecting interdisciplinary projects, critical thinking and creative thinking to theory-based learning, children are exposed to the mindsets, behaviours, and roles that may be open to them in the future and develop skills that allow them to flourish.

Dentsu’s partnership with Generation C embraces its Sanpo Yoshi philosophy – the concept of achieving three-way satisfaction by pursuing actions that benefit not only business, but also people and society. This principle guides Dentsu in developing sustainable, legacy businesses, that can drive value for future generations.

“Education is where change begins,” said Angela Tangas, CEO UK&I, Dentsu. “It’s the first step in creating truly sustainable, legacy businesses that are prepared for the future. In our conversations with teachers, we’ve learned that many students just aren’t motivated to learn – they don’t see the point when the world is on fire. Through these resources and Dentsu’s broader social impact programme, which has already empowered 15,000 young leaders in the UK and 35,000 globally, we are re-engaging young people by showing that solutions exist and there are purpose-driven companies out there for them to join when they leave school.”