Primestars has a unique programme that engages with the youth of South Africa to help them understand what climate change is, and the challenges and entrepreneurial opportunities it presents in the green economy.
According to the World Banks population estimation, Africa will have half the world’s youth population by 2050.
“The youth of today are, therefore, the catalysts that will define ‘caring planet awareness’. It starts here, in our own country, South Africa,” said Martin Sweet, MD of Primestars.
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According to Afro Barometer 2018, despite headlines and government plans, the majority of South Africans said they had not heard of climate change.
EarthDay.org said, “When life around the world returns to normal, our world cannot return to business as usual. We have the ability to make a difference in every industry, but that can only happen when we work together.”
Sweet said someone needs to step up and do more to support mitigation and adaptation efforts, and to introduce new thinking and energy around environmental sustainability.
“We believe wholeheartedly the youth can be inspired to lead the way, which is why Primestars and YouthStart, in collaboration with Sanlam, Omnia, Sasria, Clicks, Safripol, PAMSA, SEDA, GFC, Buhle Waste, Allan Gray Orbis Foundation, Zutari and RPC Astrapak are launching Step Up 2 A Green Start Up,” he said.
“Cultivating the values and knowledge of what sustainability is about is critical to what we do in our youth programmes.
“Primestars has a hybrid approach to learning, and we extend our edutainment offering face to face in cinema and in-schools, in combination with digital, online and WhatsApp platforms.”
The Green Challenge inspires the youth to find entrepreneurial business opportunities in the green economy.
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“This programme will be engaging with South African youth on the fundamentals of the climate emergency and entrepreneurship.
“They will be guided to identify opportunities in the green economy and alerted to climate and environmental literacy.
“Step Up 2 A Green Start-Up will introduce the youth to new skills and help them develop the competencies required to create green businesses no matter what sector they choose to enter in the world of work.
“We are hoping that Step Up 2 A Green Start-Up will create leaders who will speak out and in turn educate those who will follow them, and who will become gainful employers in a circular, lean, inclusive and clean economy.”
Sweet said a notable aspect to Step Up 2 A Green Start Up is that it is designed to motivate ecopreneurs, those who understand the need for sustainable thinking, using technological innovation to unlock job creation potential in the green economy.
“We believe that the combination of a green economy transition and entrepreneurship support will pave the way to a thriving South African society.
“It will unlock enormous economic value; it will change lives and improve the wellbeing of thousands of individuals.
“Young people are saving the world and we encourage you to join them because you deserve better. It is time for everyone to step up, to make change possible. Join Planet Earth’s support crew, become entrepreneurs in the green economy and be a part of this wonderful energy,” said Sweet.
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