August 12 was declared International Youth Day by the United Nations in 1999, with the goal of drawing public attention to the issues and challenges facing young people, as well as encouraging their active participation in public life. The day is also an opportunity to emphasize the importance of youth for sustainable development and to share their ideas and best practices.

In the context of the 2025 initiative’s theme – “Local Youth Action for the Sustainable Development Goals and Beyond”, which focuses on the role of young people in turning global goals into tangible local solutions, the ESG Laboratory at the Faculty of Economics and Business Administration of Sofia University “St. Kliment Ohridski” is preparing a report. The report is based on the EthiCitizen Panel, conducted earlier in the year following the model of youth assemblies – an innovative form of deliberative democracy that brings together randomly selected individuals to discuss, learn, and deliberate together as equals. The main purpose is to help public authorities address complex or controversial issues by delegating to a group of citizens the task of weighing different factors and proposing solutions.

The event was organized in collaboration between the Faculty of Economics and Business Administration, ESG Lab, FEB Foundation, and the digital platform for developing sustainable behavior and consumption habits – EthiCitizen.

“In projects like EthiCitizen, ESG Lab and FEB Foundation combine the expertise of the Faculty of Economics and Business Administration, digital technologies, and the social sensitivity of civic organizations to create a network of informed, alert, and engaged young people who understand the importance of sustainable development and align their personal choices with its values. I believe that the challenges of today demand the active involvement of new generations in understanding the complex issues of our time. The success and long-term application of solutions depend on their empowerment, engagement, and participation in creating those solutions”, said Assoc. Prof. Dr. Marina Stefanova, Vice-Dean for Sustainable Development, Empowerment, and Engagement at the Faculty of Economics and Business Administration of Sofia University “St. Kliment Ohridski” and Executive Director of the FEB Foundation.

“Working with young people is our focus. Nikola Dimitrov and I created EthiCitizen with the desire to put our efforts and energy into our dream for change and more sustainable behavior – to speak with a clear voice about the problems we see in the world around us and ensure that the voice of youth is heard. The EthiCitizen Panel is an initiative through which we provide yet another opportunity for young people to present their point of view to those making decisions today – local authorities, media, businesses, and the NGO sector. I believe that the format will expand its scope through the annual events we plan to hold,” said Yoan Georgiev, coordinator and co-founder of EthiCitizen.

The event took place on May 11 as part of the day program of the “Kaleidoscope” Center for Visual Science during the annual LUNAR Festival of Lights. The initiative brought together 22 young people aged 16 to 22. Before the start, participants completed a survey on their knowledge, attitudes, and practices related to sustainable living. During the educational part, experts delivered lectures on topics such as climate change and the personal contribution of young people in mitigating it; how to tackle food waste; why it is important to separate and recycle waste; financial literacy and modern financial tools; and sustainability in building a personal online brand.

In the final stage, participants were divided into five working groups, each guided by experienced facilitators. One month after the event, they completed a second survey to measure changes in their knowledge, attitudes, and behavior regarding the topics discussed.

What do the results show?

• 56.25% of participants completely agreed with the statement: “I recycle as much as I can”. Encouragingly, this figure is significantly higher than the 2022 European Commission data, which shows that 40.8% of EU citizens make maximum efforts to recycle.
• 56.25% of young people said they treat everyone with equal respect, even when coming from different cultural backgrounds.
• 54.55% strongly supported the statement: “I think everyone should have the opportunity to acquire the knowledge, values, and behaviors necessary to live sustainably”.

Young people’s views on sustainability, consumption, business, and education reveal not only deep concern but also a complex mix of distrust, critical thinking, and a strong desire for change. Purchasing decisions are increasingly influenced not only by price and brand—though price remains the leading factor, especially for everyday goods in the context of inflation and uncertain employment—but also by the origin of products, their ethical aspects, and their impact on nature and animals.

Many young people actively seek cosmetics and makeup not tested on animals, reflecting their belief that consumption should be not only high-quality but also humane. This ethical aspect is central to their consumer philosophy. Some participants even stressed that they do not see themselves as typical consumers and avoid buying “just one more thing”. Instead, they seek transparency, humanity, and meaning behind every product they choose.

Many also stated they are willing to recycle more but do not uncritically accept restrictions when they know that industry is a far greater polluter than households. Criticism toward business is strong and consistent, with youth identifying it as the main driver of pollution and overconsumption. They believe industry consumes vast amounts of energy and resources without bearing adequate responsibility for the consequences.

According to the study of participants aged 16–22:

• 37.5% support a charity or environmental group.
• 31.25% avoid buying products from companies that do not care for their employees or the environment.

A full report with multilayered results, conclusions, and analyses is currently being prepared.

More about citizens’ panels

They are an innovative form of deliberative democracy that brings together ordinary people, randomly selected, to discuss, learn, and deliberate together as equals. The main goal is to assist public authorities in solving complex or controversial issues by assigning a group of citizens to weigh different factors and propose solutions. These processes can help restore trust in public decision-making by ensuring diversity of perspectives, protecting against entrenched interests, and promoting mutual respect and depolarization.

More about ESG Lab
Founded in 2022 as a research laboratory at the Faculty of Economics and Business Administration of Sofia University “St. Kliment Ohridski”, ESG Lab aims to encourage master’s students, PhD candidates, and young researchers to engage with the environmental, social, and governance (ESG) aspects of management by initiating public discussions, organizing training sessions, and creating educational materials on ESG and CSR, as well as producing key strategic documents in this field. In the long term, ESG Lab plans to support the integration of ESG modules into academic curricula, conduct research, and assist businesses in implementing ESG practices.