Conservation awareness through social media

Heather A. Fischer, Miranda L. Bernard, Krista Kemppinen, Leah R. Gerber

Research output: Contribution to journalArticlepeer-review


While many conservation scientists trace their interest in the subject to experiences with nature, today social media is a powerful tool to reach younger generations. In this study, we sought to understand the role of social media in Generation Z’s awareness of conservation issues and if social media spurs any pro-environmental behavior change related to conservation amongst Generation Z. We surveyed students at Arizona State University to better understand how they become aware of conservation issues. Findings indicate that while students became aware of conservation issues in many ways, online sources—especially social media and online news sources—are prominent for many. Our results suggest the strong potential of social media for communicating science and conservation issues to young people. We encourage scientists to leverage social media to engage young people because it is a straightforward and high-impact avenue for science communication and public engagement.

Original languageEnglish (US)
Pages (from-to)23-30
Number of pages8
JournalJournal of Environmental Studies and Sciences
Issue number1
StatePublished - Mar 2023


  • Conservation science
  • Pro-environmental behavior
  • Science communication
  • Social media

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Environmental Science(all)


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