Executive Summary

Current research found that social media may not be as favorable among Gen Z users with high interests in environmental causes. It is used with caution, and less for entertainment, more as a tool with direct purposes. There is a preference toward in-person connection when having conversations about causes they are passionate about.

When thinking of curation of social media content, I originally assumed that Gen Z might be hesitant to share on social media due to their online perception by peers to maintain likability, I found that the hesitation is actually due to a desire to research and fact check information before sharing to social.

More so, they want to understand before sharing to their network. Social media serves as an entry point for longer form content where users can dive further into clear understandings of issues in the world today. This information can help People Over Plastic reach Gen Z users.

Research Objective: To identify how Gen Z supports and connects to organizations and causes they care about.

Target Audience

While People Over Plastic set the target audience to Gen Z in general, I wanted to focus my research on those who would be more likely to support an organization such as PoP, so I drilled in to focus on an audience defined as:

Gen Z age person with an interest in the environment or currently supporting environmental causes.

The idea is that if they are already supporting causes, or already have environmental interest, they would lend themselves to being a strong potential user of People Over Plastic.

Methods

• People Over Plastic User Interviews (4)

• Potential Gen Z user interviews - Green Warriors (2)

• Online Survey

• Secondary Research

• Competitive Analysis

• Persona Development

• User Affinity Map

  I tried to understand how Gen Z users engage and support organizations by looking at those who were already involved in PoP or another organization, ideally an environmental organization. This way, I could understand the type of user who is more inclined to take action, instead of a more passive user within the demographic. While original plans intended to connect with more organizations, ultimately, two members from the Green Warriors - a sustainability student organization through Wayne State University - were able to participate in the study.

  Several recruitment methods were conducted. For the survey, each member of our research team was responsible for sharing the survey to their network due to time limitations. I specifically recruited 18-25-year-olds from my personal network for the survey participation because I still wanted to make sure Gen Z was targeted. I also shared a QR code and link for the survey with a student organization I connected with during interviews. Ultimately, we had 32 survey responses, 10 of which were from Gen Z users.

Research Findings

Major themes

1. Social media as a tool

• Many interview participants expressed focusing on using social media for work or school/organization related activities, and trying to avoid it for personal entertainment. It might be becoming a curated place for information rather than maintaining relationships. One user even noted “not having real-life friends on social media” and deleting their account when it was not thoughtful usage.

2. Self-research & trust

• Survey and interview findings showed many users ‘save’ content before sharing. It turns out this is because they want to do their own fact-checking or seek out a trusted source before weighing in on the discussion. These users want to fully understand if they support a cause or not before connecting with peers about it.

• One user noted having higher trust among those with shared identity and first-hand knowledge as well as regional/local organizations.

3. Interest in long-form content

• Many participants expressed using long-form content for learning more about topics or causes they care about. From informative video essays, to podcasts and documentaries, there is definitely interest in longer audio/visual focused content.

4. Support through In-person connections

• Many users show support for causes by getting involved in organizations to create community, creating connections through networking and volunteering, and having conversations IRL with friends and family around topics they care about. There is an importance of “talking to folks one-on -one” and a desire to connect.

Minor Themes

• Users like to engage in short form videos likes YouTube shorts, reels, and TikTok videos.

• Podcasts are a good way to connect with Gen Z - especially since the audience will binge-watch episodes, and are usually not as distracted while listening so organizations have more of their attention.

• Lack of time (many commitments) is a barrier to participation in an organization’s digital content or events.

Defining the Problem

Solution

My suggestion is to use short-form content like video reels and social media posts as an entry point into long-form content like the People Over Plastic podcast. a wider audience here will create more interest and attendance for community events, which will increase the organic spread of knowledge around Pop issues creating more awareness and action for the organization - ultimately leading to their initial goal of creating impact with Gen Z users.

Short-term recommendations;

Use video to start the conversation

• If resources are limited, utilize what you are already doing. Record video during podcast sessions and create social media content of podcast previews (with respect to storyteller bill of rights). If needed, a PoP leadership member could introduce a topic in video format. Try to answer one of these questions in 8 seconds:

  • What are they going to learn?

  • Why is this issue important?

  • What is insightful or relatable?

• Use this short form content as an entry point to long-form content with deeper information.
  
  

Provide easy to digest educational content

• Create easier entry to learn more by using links to longer-form information or by focusing on entry-level education before diving deeper (ex. What is Greenwashing?)

  • This could be collaboration posts with orgs or simply sharing sources of information POP trusts and POP resources (like the glossary).

  • This increases knowledge and will lead to more sharing with others.

Collaborate with other social channels

• Consider expanding on other platforms like Twitter(X), Threads for discussions, or get creative with new platforms (maybe Spotify playlist?)

Reduce text-heavy content

• Competitors Instagram feeds show under 30 words per tile.

Long-term recommendations

Create a community network of ambassadors around the US

• Focus on building a community on and off line with like-minded individuals by targeting interested audiences. (Maybe interest in composting is a foot in the door toward environmental justice activism?) Look for trends that might lead to a more active user.

Focus on in-person events and connection opportunities

• Expand local presence in high impact areas by connecting through events with local organizations or podcast guests.

• Partner with local nonprofit organizations wherever possible

Host talks at universities or to student organizations with interest in environment/BIPOC media (even Living/learning communities)

• Connect with colleges/student organizations to spread awareness and make collaborations with Gen Z

Continue to measure success through podcast listens, but also consider link clicks to longer content and event attendance in terms of success if the overall goal is impact.