Gen Z drives 89% of India’s eco-content as nature posts surge 34%: Report

Mumbai: India’s digital climate movement is being reshaped by its youngest citizens as Gen Z creators (ages ~13–27) were responsible for a staggering 89 per cent of all eco-content shared in 2024, with the platform recording a 34 per cent surge in nature-related posts since 2021.

This growth is being powered largely by creators in Tier 2 and Tier 3 cities, marking a purpose-led successful shift in how and where climate conversations are being led, according to a report by WeNaturalists, a global digital ecosystem powering individuals and organizations driving climate action and sustainability.

From 2021 to 2024, nature-related content creation on the WeNaturalists platform increased by 34 per cent. 

In 2025, the platform has already recorded 80 per cent of last year’s total posts by August, suggesting the year will surpass previous levels. Individual creators remain the primary drivers of this trend. 

In 2024, 97 per cent of posts came from individuals compared to 3 per cent from organizations, a ratio that continues unchanged in 2025. This data underlines a movement that is grassroots, youth-driven, and decentralized.

Geographically, the top eco-content regions are Maharashtra, Delhi-NCR, Karnataka, Tamil Nadu, West Bengal, and Kerala. The fastest growth, however, is being seen in Tier 2–3 cities like Indore, Jaipur, Kochi, Bhubaneswar, and Chandigarh, which now produce 3 times more creators than metros. These creators are amplifying local environmental issues such as air pollution in Delhi, water crises in Rajasthan, deforestation in the Northeast, and coastal resilience in Tamil Nadu and Kerala, making climate conversations more hyperlocal and action-oriented, according to a press statement issued in Mumbai. 

Beyond WeNaturalists, the wider digital ecosystem for climate and sustainability in India continues to expand. Mainstream platforms like Instagram, LinkedIn, X, and YouTube consistently drive the highest engagement for eco, climate, and SDG-related content. Short-form videos (Reels, Shorts) and educational explainers from creators, NGOs, and activists see the widest reach, especially around environmental days and topical viral campaigns.  While Facebook continues to be significant for community mobilization. Across this landscape, user-generated content delivers up to 4 times the engagement of branded content, making it the key force behind participation and impact.