Gen Z in developing countries concerned about biodiversity, water, and energy, according to social media posts - Social Media Explorer
Gen Z in developing countries concerned about biodiversity, water, and energy, according to social media posts
Gen Z in developing countries concerned about biodiversity, water, and energy, according to social media posts

Generation Z, people born between 1995 and 2003, are concerned about the problems of sustainable development, according to a study by Rosatom. The team of researchers analyzed young people’s social media posts on environmental issues, social injustice, poverty, and inequality. As a result, they identified the most popular hashtags used by Gen Z in developing markets. The study covered China, India, Brazil, Russia, and South Africa.  

The Rosatom researchers found out that Gen Z is mostly concerned about  conserving biodiversity (#conservation), access to water (#savewater), affordable and renewable energy sources (#renewableenergy). Another popular hashtag is #youth. 

All hashtags used by Gen Z across these countries were in English: the researchers assumed that younger people  think globally and chose to use the international language of most online spaces. 

Here are some other trends identified in the study:

  • In most countries, including China, India, Brazil, and South Africa, men are posting on sustainable development more often than women: 75% vs. 25%.
  • The highest level of engagement on sustainable development topics is found among YouTube users, while TikTok ranks second. 
  • 84% of people globally writing about sustainable development are college-educated.
  • Globally, 40% of zoomers and 37% of millennials believe that, after the pandemic, people will take greater responsibility for climate change.
  • The highest level of responsibility regarding sustainable consumption is found among zoomers from China: 25%, compared to a 13% global average. 

“It is possible that the younger generation will not be able to solve all the problems of sustainable development,” said Alexey Likhachev, Director General of Rosatom. “We understand that we are all one family, which means we share our burdens and work together to solve them. We strive to do everything in our power to leave a legacy for the next generation. Our objective should be to engage these guys in our work as early as possible, and that’s why our work starts with schoolkids and university students.” 

The research on social media posts was done as a part of Rosatom’s new initiative, the Impact Team 2050, set to launch by March 1, 2022 with a  focus on problems of sustainable development. 

The Impact Team 2050 will represent the voice of youth in developing the green agenda. It will promote ideas and support projects in sustainable development initiated by young people from all over the world, formulating proposals to represent youth interests in the job market.

The Impact Team 2050 will serve as a foundation for mutual trust between young people and the management of Rosatom.  This partnership has a single mission: to transform the world based on the principles of sustainable development. The Impact Team 2050 is expected to hold its meetings at least twice a year.

The Impact Team 2050 membership is available to any person aged  18-25 who is willing to present their firsthand experience and vision for how to address the problems of sustainable development in partnership with Rosatom. Members of the Impact Team 2050 will be immersed in the company’s processes, professional communication, joint creation of projects, preparation of analytical reports, and recommendations on the sustainable development strategy.

About the Impact Team 2050

The team is a project of State Corporation Rosatom that was announced on December 1, 2021. The Impact Team 2050 is the international youth advisory council at the Corporation, and will consist of 15 members from around the world aged 18-25 who think globally and are passionate about the problems of sustainable development. The Impact Team 2050 will be advising Rosatom CEO Alexey Likhachev on matters of sustainable development and together working to achieve the 17 Sustainable Development Goals formulated by the U.N. 

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About the Author

Anthony Del Gigante
Anthony Del Gigante is chief creative officer at MDG Advertising, a branding/traditional ad agency made digital, with offices in Boca Raton, Florida and Brooklyn, New York. Over the years, his unique talents in brand strategy, visual identity development, and brand activation have consistently delivered measurable results for a wide range of world-renowned clients, including American Express, Verizon, AbbVie, and Cushman Wakefield. A brand specialist, Anthony leads MDG’s creative development, working with clients to develop creative, strategic, and functional solutions for their brands.

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