Amanda WeeSHIBUYA109 Lab., a marketing agency by SHIBUYA109 Entertainment Co. Ltd. recently surveyed with 800 youths, consisting of 400 males and 400 females. It refers to them as the “around20”, a group of Generation Z (Gen Z) population aged between 15 to 24 years old.
The survey is an attempt to learn about their awareness of the United Nations’ Sustainable Development Goals (SDGs). The SDGs are 17 goals adopted by all UN Member States to address global issues and achieve a sustainable future for all.
A key finding of the survey showed a lack of awareness of SDGs by around20 in Japan. Only less than one-quarter of them have a clear understanding of SDGs, and almost 40 percent are unaware of the term.
However, that is not to say that they do not care about social issues. More than half have expressed their interest and concern in solving social issues. They first learn about social issues in school but subsequently get a majority of their information from social media. around20 rely on platforms such as Instagram, Twitter and TikTok to gain awareness about global issues, such as #BlackLivesMatter.
Since early this year, the pandemic and self-quarantine, has kept many indoors. Hence, many are spending more time on social media. A rise in exposure to social media platforms has an impact in shaping the priorities of around20.
Out of the 17 SDGs, gender equality was voted as the most important goal. Participants have shared that it is not uncommon to experience gender discrimination in their everyday lives. This phenomenon is most prevalent in media, business, and marketing. Gender-based product marketing is not new in Japan. People are often judged for their appearance (eg. fashion, hair, or makeup) based on their gender and not for who they are as individuals.
Participants have also cited their concern for inequality and discrimination in the LGBTQ+ community. Teenagers and young adults are increasingly made aware of the challenges of marginalized communities from the content they receive on social media and their social circles.
Without a doubt, around20 is an informed generation. They have a strong awareness of current global issues, and social media has a huge part to play. However, more often than not, the awareness stops there, very little is put into action. Hence, it is important to create more opportunities for everyone to gain a deeper understanding and interest in SDGs.
[Reference] SHIBUYA109 Lab
