Fueled by the fact Gen Z are experiencing higher levels of eco-anxiety than any other demographic; E.ON Next wanted to launch a purposeful social media campaign to help Gen Z feel more environmentally positive.
But before exploring how eco-anxiety can be eased, with a nebulous, emotionally-wrought concept such as this, the first challenge is to define what it is.
We used Cultural & Behavioural Science research to dive into the phenomena, supported by extensive quantitative analysis to pick apart the attitudes, behaviours and anxieties of Gen Z around the environment.
Social Intelligence analysing 1,500 environment-focused social media posts across five social media platforms revealed 4 key buckets – that Agitate, Inspire, Scare & Soothe – that we decoded semiotically to provide concrete guidelines on how to ease eco-anxiety on social (music cues; language & tone; imagery, etc.)
The Result: We provided E.ON Next with a robust story of Gen Z, their eco- anxieties and most importantly, how to soothe them. Detailed behavioural guidelines demonstrated how to execute social campaigns to cause positive behavioural change.