Human Capital Challenges in Sustainability Start-Ups

Sustainability start-ups face unique human capital challenges (HCCs) like lack of brand awareness, competition, turnover, burnout, limited growth opportunities, resources, and expertise gaps. This mixed-methods research chapter examines strategies to address these challenges, surveying 200 start-ups and interviewing 20 CEOs and HR managers. Findings advocate for investment in brand awareness, unique benefits, positive work environments, professional development, and transparent career paths. Effectiveness varies based on start-up needs, but HCCs significantly impact performance. Prioritizing talent attraction, retention, and development is crucial for sustainability start-ups.