Youth Exchange 'Generation of Green Innovation' 04-12 May 2026, Krushevo, North Macedonia

Generation of Green Innovation: Young People Shaping a Sustainable Future

An Article about Eco-Entrepreneurship by Teodora-Cristina Cîrstea

From 4th to 12th May 2026, young participants from across Europe gathered in Krushevo for the Erasmus+ Youth Exchange project “Generation of Green Innovation.” The project brought together motivated young people eager to explore how entrepreneurship and environmental sustainability can work hand in hand to create positive change in society.

Why Eco Entrepreneurship Matters

Climate change, pollution, overconsumption, and waste production are challenges that affect communities all around the world. While governments and institutions play an important role in addressing these issues, young people are increasingly becoming key pieces in building innovative and sustainable solutions.

One of the main ideas explored during the project was the importance of making sustainability a priority in business. Today, entrepreneurship is no longer only about generating profit, it is also about bringing social and environmental value. This approach is known as eco-entrepreneurship or green entrepreneurship.

Eco-entrepreneurship refers to businesses that prioritize environmental sustainability as well as economic success (Prokop et. al, 2019). These businesses aim to create solutions to ecological problems implementing the “triple bottom line”: Planet, People, and Profit (Elkington, 1997) This concept encourages businesses to think beyond the financial part and consider their environmental and social impact as well.

In recent years, sustainable business practices have become increasingly important across Europe (Misztal et. al, 2024). More entrepreneurs are recognizing that environmental protection can also become a competitive advantage and an opportunity for innovation. Circular economy principles, renewable energy solutions, and waste reduction strategies are becoming essential parts of modern businesses.

Exploring Eco-Entrepreneurship Across Europe

Throughout the youth exchange, participants discussed the reality of sustainability and eco-businesses in their own countries. Different perspectives came up depending on local economic conditions, environmental challenges, and public awareness regarding sustainability.

The project also focused on the situation in North Macedonia, especially in cities such as Krushevo, and Ohrid. Participants had the opportunity to speak with local people and observe how environmental issues affect daily life and local communities.

Discussions with locals highlighted both challenges and opportunities connected to sustainability. Waste management, pollution, and the need for greater environmental awareness were recurring themes. At the same time, participants discovered strong local potential for eco-tourism and small environmentally conscious businesses that could bring a strong positive impact to the region’s future.

These conversations allowed participants to better understand how environmental challenges differ across countries while also recognizing that many issues are shared globally.

Learning Through Non-Formal Education

The project aimed to equip young people to become future community leaders and innovators capable of designing effective business solutions for environmental challenges through eco-entrepreneurship.

During workshops and group activities, participants explored:

• the key principles of entrepreneurship,

• the balance between economic activities and environmental sustainability,

• and circular economy models.

The activities encouraged creativity, teamwork, and critical thinking while helping participants develop practical entrepreneurial skills connected to environmental responsibility.

Innovative Eco-Business Ideas

As part of the project, participants worked in teams to design their own eco-business concepts. After sessions of brainstorming, research, and preparation, the groups presented their ideas in a “Shark Tank”-style pitching session, where each team had five minutes to present their business model.

Among the innovative ideas developed during the workshops were:

• a sustainable animal shelter focused on environmentally friendly infrastructure and responsible animal care,

• a reusable fashion brand promoting sustainable clothing consumption and textile recycling,

• and an eco-friendly coffee shop designed around zero-waste principles and locally sourced products.

The pitching session allowed participants to apply both entrepreneurial and sustainability concepts in a practical and creative way while improving their presentation and teamwork skills.

Taking Action for the Environment

To conclude the project, participants organized a local cleaning event as a final collective action reflecting everything learned during the youth exchange. Beyond discussions and workshops, this activity aims to demonstrate the importance of taking direct responsibility for the environment and contributing positively to the local community.

The cleaning initiative symbolizes the project’s core message: meaningful change begins with individual and collective action.

Looking Towards the Future

As the youth exchange comes to an end, every participant returns home with greater awareness of environmental challenges and a deeper understanding of eco-entrepreneurship. More importantly, participants leave with new international connections, fresh perspectives from other European countries, and increased motivation to continue developing sustainable ideas within their own communities.

“Generation of Green Innovation” showed that young people are not only aware of today’s environmental problems, they are also ready to become part of the solution.

References

Elkington, J. (1997). The triple bottom line. Environmental management: Readings and cases, 2(1997), 49-66.

Misztal, A., Kowalska, M. Factors of green entrepreneurship in selected emerging markets in the European Union. Environ Dev Sustain 26, 28269–28292 (2024). https://doi.org/10.1007/s10668-023-03811-y

Prokop, V., Stejskal, J., Hajek, P., & Kuba, O. (2019). Creating eco-innovations for sustainable entrepreneurship and development within european countries. European Journal of Sustainable Development, 8(3), 183-183.