Sunday Times 2
Sri Lanka’s green-digital generation: How young entrepreneurs can shape a sustainable future
View(s):By Sulochana Dissanayake, Prof. Bablu Kumar Dhar, Prof. P R Weerathunga and Mihiri Wickramasinghe
Across Sri Lanka, a new generation of entrepreneurs is emerging: young, tech-savvy, and ambitious. Their energy and creativity signal a powerful shift in how the country works, learns, and innovates. Yet a key question remains: will this digital wave translate into sustainable, long-term impact?
A recent South Asian study offers important clues. Drawing on 450 documents from startups, incubators, and policy reports across Sri Lanka, India, Bangladesh, and Nepal (2018-2024), the research explained how youth entrepreneurs talk about digital transformation, green innovation, and resilience in a post-COVID world.
For Sri Lanka, the results are clear: the digital revolution is well underway, but the sustainability conversation is still catching up.
Digital momentum after the pandemic
The pandemic was a turning point. As markets closed and supply chains collapsed, young founders turned to technology for survival, moving online, adopting e-commerce tools, and using digital payments to stay afloat.
Across South Asia, references to digital entrepreneurship rose by 76% after COVID-19, confirming how quickly youth ventures adapted. Sri Lankan startups were no exception, showcasing agility and digital fluency.
But while digitalisation became a lifeline, the research warns that sustainability has not received equal attention. Many local ventures highlight innovation and competitiveness, yet rarely mention environmental or social responsibility. The digital drive has outpaced the green vision.
The missing green dimension
Compared with India and Bangladesh, Sri Lanka’s startup narratives show fewer references to sustainability and green innovation. Larger neighbours have built stronger ecosystems backed by policy incentives, incubator networks, and dedicated funding that help young entrepreneurs link profit with purpose.
Sri Lanka’s entrepreneurial ecosystem, though dynamic, still treats sustainability mainly as a policy slogan rather than a business strategy. This gap matters because global markets increasingly favour ventures that demonstrate environmental accountability. Inventors, customers, and partners look for ideas that combine technology with measurable social impact.
In a climate-vulnerable nation, integrating sustainability into entrepreneurship is not optional; it is essential for resilience and credibility.
Why words matter
One of the study’s most interesting findings is that language itself shapes entrepreneurial legitimacy. How founders describe their ventures and the tone, clarity, and optimism of their communication signal credibility to investors and the public.
After COVID-19, youth entrepreneurship narratives across the region became more hopeful. References to optimism rose by 64% and resilience by 164%. Entrepreneurs reframed crisis as an opportunity, using confident language to project adaptability.
For Sri Lankan startups, this offers a clear lesson: communication is strategy. The ability to tell a compelling, authentic story can attract investors and community support just as effectively as technical innovation. Startups that blend digital progress with sustainability language build stronger trust and brand value.
Bridging policy and practice
The research also reveals a divide between institutions and entrepreneurs. Incubators and government agencies frequently emphasise sustainability in reports and training materials, but startup websites and profiles focus mainly on technology and markets.
To close this gap, Sri Lanka must better integrate digital and green goals within one policy framework. Key actions include:
- Integrating sustainability into entrepreneurship education. Business and ICT programmes should teach students how to communicate environmental and social goals effectively.
- Creating dedicated green startup funding. A national or public-private fund could support ventures developing eco-friendly products, renewable-energy solutions, or circular-economy practices.
- Simplifying policy communication. Clearer, more relatable language will help young innovators engage with sustainability programmes.
- Encouraging regional learning. Partnerships with successful incubators and innovation hubs in the wider region can help local institutions strengthen their own green entrepreneurship and sustainability ecosystems.
These steps would align Sri Lanka’s entrepreneurial growth with its broader commitments under the UN Sustainable Development Goals.
Resilience as a national asset
Beyond technology and funding, the research highlights an emerging “resilience narrative”. Entrepreneurs who project confidence and adaptability inspire others and build collective optimism. In a period of economic difficulty, such stories matter. They represent a quiet form of leadership, proof that innovation and perseverance can coexist even in uncertainty.
For policymakers and educators, nurturing this mindset is as important as providing financial support. Programmes that celebrate entrepreneurial resilience can motivate more young people to pursue creative, impact-driven ventures.
The way forward
Sri Lanka’s youth have shown remarkable digital capability. The next challenge is to match that capability with environmental and social consciousness. The study’s overarching message is simple but powerful: what entrepreneurs say is as important as what they do.
Clear, optimistic, and sustainability-focused communication strengthens legitimacy and attracts resources. When digital entrepreneurs learn to frame their ventures as contributors to sustainable development, they move from being survivors of crisis to builders of a greener, more inclusive economy.
A call to action
Sri Lanka now stands at a crossroads. The nation has the creativity, talent, and digital infrastructure to lead in South Asia’s sustainable-innovation landscape, but only if it aligns technology with purpose.
By empowering young entrepreneurs to think digitally and act sustainably, Sri Lanka can cultivate a “green-digital generation” ready to shape a resilient future.
(Sulochana Dissanayake is a senior lecturer at Rajarata University, Bablu Kumar Dhar is a Professor of Business Administration at Mahidol University International College, Thailand, P R Weerathunga is a Professor at Rajarata University, Mihiri Wickramasing he is a senior lecturer at Rajarata University.)