Gen Z drives 89% of India’s eco-content as tier 2–3 cities lead growth: Report

New Delhi: India’s digital climate conversations are increasingly being shaped by its youngest citizens, with a new report highlighting the growing influence of Gen Z creators and non-metro regions.

According to data from WeNaturalists, a platform for nature professionals and enthusiasts, Gen Z (ages 13–27) accounted for 89% of all eco-content shared in 2024. The platform recorded a 34% rise in nature-related posts compared to 2023, with much of the increase driven by creators in Tier 2 and Tier 3 cities.

Between 2021 and 2024, nature-focused content creation on the platform rose by 34%. By August 2025, the number of posts had already reached 80% of the previous year’s total, suggesting a new high will be recorded this year. The data also shows that the trend remains largely individual-led: 97% of posts in 2024 were created by individuals compared to 3% from organisations, a ratio that continues in 2025.

Maharashtra, Delhi-NCR, Karnataka, Tamil Nadu, West Bengal, and Kerala remain the leading regions for eco-content. However, faster growth is being seen in Indore, Jaipur, Kochi, Bhubaneswar, and Chandigarh, where the number of active creators has tripled compared with metro areas. Localised environmental issues such as air pollution in Delhi, water shortages in Rajasthan, deforestation in the Northeast, and coastal resilience in Tamil Nadu and Kerala are shaping content and strengthening regional perspectives.

“The consistency of growth in climate content and the fact that nearly 97% is being driven by individual voices tells us one thing clearly: young creators, especially from India’s non-metro cities, are not just speaking up, they’re stepping up,” said Amit Banka, Founder and CEO of WeNaturalists. 

“This isn’t about volume alone; it's a shift toward deeper, more participative, and purpose-driven storytelling. Our priority now is to strengthen this movement by supporting creators with digitally transformative tools and sustainable solutions. Enabling them to network, build communities, manage and document projects. And, a revolutionary way to monetise content.

“Our goal is to help anyone and everyone to amplify their Climate Action and SDGs initiatives.”

Outside the WeNaturalists platform, climate and sustainability content continues to expand across mainstream social media channels. Instagram, LinkedIn, X, and YouTube generate the highest engagement, with short-form videos and educational explainers drawing wide reach, particularly around environmental observance days. Facebook remains a key platform for community-based activity. Across platforms, user-generated content delivers up to four times the engagement of branded campaigns, positioning it as a primary driver of participation.

Engagement peaks coincide with global environmental events, and show year-on-year growth. World Nature Conservation Day (July 28) saw a 6.8% rise in posts in 2025 compared with 2024. Earth Day (April 22) recorded a 95% increase over the previous year, while World Environment Day (June 5) grew from 782 posts in 2023 to 1,528 in 2025.

Technology adoption is also shaping participation. In 2025, about 29% of Tier 2–3 city creators used AI tools for editing, scripting, or optimisation. The use of drones, augmented reality filters, and multilingual formats has further widened reach.

The report also notes that the eco-creator economy is becoming financially sustainable for many. Mid-tier creators are earning between Rs 50,000 and Rs 1,50,000 a month, while the top 5% surpass Rs 10 lakh per month through partnerships and platform monetisation. Even micro-influencers with fewer than 10,000 followers are finding traction due to high-engagement, storytelling-led content.

With India expected to take on a greater role in global climate discussions, WeNaturalists anticipates record participation in the green creator economy over 2025–26. The trend, it said, reflects a movement that is local, measurable, and increasingly youth-led.