Generation Z (people born between 1995 and 2003, also known as zoomers) is seriously concerned about the problems of sustainable development. This conclusion was made based on a study carried out by State Corporation Rosatom within the framework of its project for the creation of the Impact Team 2050. The Impact Team will be created by March 1, 2022, and will be focusing on the problems of sustainable development.
To find out just how concerned generation Z is about environmental issues, social injustice, fighting against poverty and inequality, the team of Rosatom analysts and marketing experts has analyzed social media publications on sustainable development made by zoomers. The analysis identified the most used hashtags in such publications. It was found that the sustainable development agenda, as represented by generation Z, is focused on conservation of biodiversity (#conservation), access to water (#save water), affordable and renewable energy sources (#renewable energy). Another hashtag in the popular list is #youth. It is noteworthy that these hashtags were all in English: generation Z thinks globally and chooses to communicate in the international language.
Highlights of the trends identified in the study:
- In India, publications focused on sustainable development were more often made by men than by women: 75% vs. 25%. In Russia, on the contrary, the sustainable development agenda in social media is more often promoted by women – 53%.
- In India, the highest level of engagement in the sustainable development agenda is found among YouTube users, TikTok ranks second. In Russia TikTok ranks first by this criteria.
- Most often, people writing about sustainable development have a higher education: 84% in India, 78% in Russia.
- Globally, 40% of zoomers and 37% of millennials believe that after the pandemic, people will be taking a greater responsibility for climate change. In Russia, only 23% of millennials and 21% of zoomers share this expectation. Youth in India is most optimistic concerning this question: 90% of millennials and 87% of zummers are agree with this sentence.
- The greatest level of responsibility regarding sustainable consumption is found among zoomers from China: 25% vs. 13% globally.
“It is possible that the generation of twenty-year-olds will not be able to solve all the problems of sustainable development either. We understand that we are all one family, and if so, then we share both our goals and troubles. We strive to do everything in our power to leave as little negative legacy for the next generation, and it should pick up the baton and pass it on too. What is my objective? It is to engage these guys in our work as early as possible, and that is why we work not only with the youth, but with juniors too, with school and university students,” said Alexey Likhachev, Director General of Rosatom State Corporation.
The Impact Team 2050 is meant to represent the voice of the youth in the development of the green agenda, it will be promoting ideas and supporting projects in sustainable development initiated by young people from all over the world, formulating proposals for representation of the interests of the youth in the job market.
The Impact Team 2050 should become the foundation for mutual trust between the youth and the management of Rosatom and for their partnership in transforming 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 from 18 to 25 who is willing to present their first-hand experience and vision of addressing the problems of sustainable development in partnership with Rosatom. Members of the Impact Team 2050 will get immersed in the company’s processes, professional communication and joint creation of projects, preparation of analytical reports and recommendations on the sustainable development strategy.
The Impact Team 2050 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 that 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 the matters of sustainable developmnt and together working to achieve the 17 Sustainable Development Goals formulated by the UN.