Connected Strategy for Hydrogen Value Chain ^ Top ^ 55 0 Responding to employees’ environmental concerns will be fundamental while connecting them to the sustainability purpose will be critical Although there has been a decrease in graduates joining the Upstream sector of the business, the overall mix of is evolving as highlighted by research from the Center for Energy Workforce Development20 The 2021 report has shown that there was an increase in the number of millennials up to 32% from 29 % the previous year, the workforce is getting younger. The turnover was also highest in this group with 60% of non-retirement attrition occurring in this demographic. Many quote leaving organizations as they are not aligned to their own values or purpose. In addition, employees have environmental concerns with many “looking for a job with environmental purpose.” More than eight in 10 women and seven in 10 men say they want to play a role in tackling climate change. Connecting the company's vision and purpose to the employees will be a focus area that requires continuous effort. Companies will therefore need to re-connect their employees of today to their company’s purpose, which will need to have a compelling story from a sustainability standpoint. To attract and then retain the best talent, companies will need to connect employees to work those matters. A workforce where they feel engaged and connected to purpose, empowered to act on and take decisions and energized around solving problems that matter. Employees need to see that the work they are doing is driving towards a bigger goal. What makes this hard is that for the established companies, they cannot leave behind or disenfranchise the employees who are working in the traditional business. Everyone must feel that they are part of this shared journey. New entrants are not held back having to satisfy existing customers whilst planning. OEMS in the transportation industry producing only electric or hydrogen powered vehicles do not have to concern themselves with moving at a pace that leaves behind and disenfranchise their employees and customers. Andrew Roth (senior director of innovation and ventures for CLP Group, a Hong Kong–based regional energy supplier): “Sustainability is no longer just a thing to do on the side. It’s becoming central to everything you do. I recently spoke with the CEO of White Peak, who operates residential real-estate complexes in China, and he believes that if you don’t have a clear, transparent sustainability strategy, you won’t be able to do business. That’s how serious it’s getting”.