Gen Z Drives 89% India’s Eco-Content As Nature Posts Surge 34%: WeNaturalists Report

India’s digital climate movement is being reshaped by its youngest citizens. According to a new report from WeNaturalists, a global platform for nature professionals and enthusiasts to scale Climate Action & SDGs. WeNaturalist said in a press release, “With over 500,000 members, Gen Z creators (ages ~13–27) were responsible for a staggering 89% of all eco-content shared in 2024, with the platform recording a 34% 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.”

The company explained in the released, “From 2021 to 2024, nature-related content creation on the WeNaturalists platform increased by 34%. In 2025, the platform has already recorded 80% 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% of posts came from individuals compared to 3% from organizations, a ratio that continues unchanged in 2025. This data underlines a movement that is grassroots, youth-driven, and decentralized.”

Maharashtra, Delhi, Karnataka, TN & Others Are Top Eco-Content Regions

WeNaturalist explained, “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 3x 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.”

“The consistency of growth in climate content and the fact that nearly 90% 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 & 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 community, manage and document projects and a revolutionary way to monetize content. Our goal is to help anyone and everyone to amplify their Climate Action & SDGs initiatives.

Digital Ecosystem For Climate & Sustainability Continues To Expand in India

Beyond WeNaturalists, India’s wider digital ecosystem for climate and sustainability continues to expand. The digital platform for nature professionals explained, “Mainstream platforms such as Instagram, LinkedIn, X, and YouTube consistently drive the highest engagement for eco, climate, and SDG-related content. Short-form videos like Reels and Shorts, along with educational explainers from creators, NGOs, and activists, achieve the broadest reach—particularly around environmental days and topical viral campaigns. Facebook remains significant for community mobilization. Across this landscape, user-generated content generates up to four times the engagement of branded content, making it the key driver of participation and impact.”

Sharing an insight on the latest trend it said, “Content spikes remain strongly tied to global environmental events. On World Nature Conservation Day (July 28), creators posted 78 times in 2025 (up from 73 in 2024). World Earth Day (April 22) saw a sharp rise, with 42 posts in 2025 compared to just 4 in 2024. World Environment Day (June 5) has so far recorded fewer posts in 2025, though recap content is still expected. These fluctuations illustrate how timely, event-linked storytelling galvanizes participation.”

The organization also noted other factors contributing towards the latest trend. It said, “Technology is also shaping creator behavior. In 2025, about 29% of Tier 2–3 city creators used AI tools for editing, scripting, or optimization, while drones, AR filters, and multilingual formats helped boost reach. India’s eco-creator economy is also maturing. Mid-tier creators now earn between ₹50,000–₹1,50,000 per month, while the top 5% cross ₹10 lakh/month through brand partnerships, NGO campaigns, and platform monetization. Even micro-influencers with under 10K followers are seeing financial traction due to high-engagement storytelling.”

With India expected to play a defining role in global climate discourse, WeNaturalists predicts record participation in the green creator economy in 2025–26. The movement is not only digital—it’s local, measurable, and increasingly youth-powered.