Sustainability

Gen Z Trends and Perspectives on Sustainable Mobility

This project aims to analyse the professional and private mobility patterns and perspectives of the Generation Z (1995-2010) on the sustainability aspects of mobility within the DACH Region (Austria, Germany, Lichtenstein, Switzerland).

Start & End Date

01.01.2025 - 31.06.2026

Main Applicant

Güldenberg, S., EHL Hospitality Business School

Partner

• Baumgartner, C., Chur University of Applied Sciences
• Kienzl, K., CEOs for Future

External Funding

HES-SO

The Future of Sustainability in Mobility: Professional and Private Mobility Patterns and Perspectives of the Generation Z in the DACH Region

Tourism is responsible for 5-8% of global greenhouse gas emissions, with 75% coming from travel to and from destinations. This contributes to climate change, which negatively affects the tourism industry through extreme weather and changing conditions. Generation Z (1995-2010), a rapidly growing tourism segment, makes up about a third of the global population, but we know little about their travel habits and environmental values. There’s a gap between their climate awareness and actual travel behaviors, especially during vacations when sustainable actions tend to be overlooked.

To address the environmental impact of this "home-away gap," this project aims to better understand Generation Z's travel values and behavior. It will explore their mobility patterns and views on sustainability within the DACH region (Austria, Germany, Liechtenstein, Switzerland).

The research will focus on:

Understanding Generation Z's perspectives and values on climate and mobility based on their socio-demographic background
Mapping their professional and private mobility habits
Provide a country comparison overview (DACH region) of the awareness and perceived development of sustainable mobility infrastructure and management

The Mobility Z project will provide insights and guidance for implementing sustainable travel and tourism practices in the DACH region and beyond, highlighting how different cultural, political, and socio-demographic factors influence climate-related mobility behavior.

In the Media

CEOs FOR FUTURE Gen Z Tag 2024

Ein Schwerpunkt von CEOs FOR FUTURE ist zukunftsfitte Mobilität. Dazu wurde im Vorfeld des Gen Z Tages eine Umfrage unter Studierenden, Lehrlingen, Schüler:innen, junge Mitarbeiter:innen der Generation Z in Österreich, Deutschland, der Schweiz und Liechtenstein durchgeführt – mit knapp 1.000 Teilnehmer:innen. Stefan Güldenberg, Professor an der EHL Hospitality Business School und CEOs FOR FUTURE Beirat, erläuterte die Key Findings

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Our Team

Dr. Stefan Güldenberg

Full Professor

Dr. Stefan Güldenberg is a Full Professor at EHL and Academic Director at EHL’s Graduate School. He studied Business Mathematics, Philosophy, and English at the University of Ulm, holds a PhD as well as Habilitation from the Vienna University of Economics and Business (WU). Stefan has more than 25 years of working experience in strategy research, strategy consulting, and as an expert platform founder. He conducts research and teaches courses in strategic management, sustainable leadership, and knowledge management.

Ronald Sone

Research Assistant

Ronald Sone is a Research Assistant at EHL Hospitality Business School. He holds a MSc in Business Administration from HES-SO and before joining EHL, he worked as a business data processing specialist. He also worked on a project (HEG-FR) that focused on how universities can enhance students’ entrepreneurial mindsets rather than counting the number of startups that they create. His areas of interest include Entrepreneurship, Innovation, Sustainability, Generative AI, Change Management and Hospitality.

Lionel Saul

Research Assistant

Lionel Saul is a Research Assistant at EHL Hospitality Business School. His research interests center around sustainable business practices, as well as their contribution to the ecological transition and other contemporary grand challenges. Lionel holds a MSc in Business Administration with a major in Strategic Foresight, and is currently doing his PhD in Management at the University of Lausanne.