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Discourse
An international non-profit in the field of climate, energy and nature
How are Gen Zs in India and Brazil engaging in climate action? How does their interest in climate change stack up against other interest categories?
Analyzing thousands of social media posts from young climate activists and digital creators, we found five prominent narratives in India and four in Brazil, that illuminate different facets of Gen Z’s interest and engagement in climate action.The study also revealed that social media is their biggest arsenal in driving conversations and actions around climate change and adopting more sustainable lifestyles to minimize their impact on the planet. By analysing over 2.2Mn searches and measuring relative growth, we were also able to identify the nuanced difference between Gen Z in India and Brazil. While the Indian Gen Z are climate anxious and want to influence change for a better future, Gen Zs in Brazil are climate warriors who believe that there is no climate justice without social justice. From our research, we also understood that Gen Z’s interest in climate change, although significant, stacks much lower when compared to other categories that they are also interested are in.
Key narratives that are resonating the most with Gen Z in India today are ‘Climate anxiety and fear for the future’ (Established) and ‘Advocating a participatory approach for a better future’ (Trending).This indicates that climate change is a cause of worry among the Gen Z. Hinging on hope for a better future, they want to influence change by getting everyone to participate in positive actions and solutions towards climate change together.
Narratives that resonate the most with Gen Z in Brazil are ‘We are the action’ (Trending) and ‘Indigenous fight for survival’ (Trending) and ‘Preaching sustainability’ (Established).These trending and established narratives indicate that the youth in Brazil are climate warriors, who are ready to lead the charge in fighting climate and social injustices.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
Amazon is launching a Gen Z offering that takes users back in time to explore and experience iconic moments or events of the Y2K era
This product will be an interactive Amazon Alexa skill, featuring content tailored based on user preferences and interests
Through this trend, Amazon can provide customers with an immersive new product offering, as well as capitalize off the growing interest in retro-style products among Gen Zers
Airbnb is launching a Gen Z offering that celebrates the power of monetization
Highlighting inspiring stories of people
who have used Airbnb properties to achieve success
Could feature content creators, Roblox developers, and other individuals who have leveraged their side hustles while staying in an Airbnb property
Visuals should be evocative and captivating, portraying the potential of living life to its fullest while utilizing Airbnb's flexible and affordable options
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