Greta Thunberg is an 18-year-old climate activist from Sweden who began organizing school strikes in 2018 to bring attention to the climate crisis. Her speech at the 2019 UN Climate Action Summit criticized world leaders for their inaction. She travels by boat to reduce her carbon footprint and is vegan. The BBC's Planet Earth documentary series, which began airing in 2006, has brought stunning footage of remote natural areas to wide audiences, especially among those aged 16-34. The popularity of the series demonstrates its ability to engage the target demographic on issues of nature and the environment.

1. Theme Investigation &
Research
Theme: Nature

2. 18 year-old activist, Greta Thunberg has gained traction over recent years for
being vocal over the climate crisis. Throughout beginning in 2018 and throughout
2019, she had staged climate strikes titled “Fridays for Future” in her home
country of Sweden, in an attempt to bring international attention to the crisis,
which soon reached other students across Germany, Japan, Australia, and the UK
among many others.
Her appearance at the 2019 UN Climate Action Summit was made possible via
yacht to avoid carbon-emitted transportation, where she would produce her
famous “how dare you” speech. She is also a vegan, regularly uses upcycled
materials, and is also diagnosed with Asperger’s syndrome, OCD, and selective
mutism.
Gen Z on Global Warming

3. Nature In Media
VVV

4. “A hundred years ago, there were one and a half billion people on Earth. Now, over six billion crowd our
fragile planet. But even so, there are still places barely touched by humanity.” - Sir David Attenborough
The Planet Earth series of BBC documentaries (dating back from 2006 and 2016, with one more
upcoming in 2022), covering most bases of nature that the human species rarely land foot on - such as
the poles, mountains, jungles. A key selling point for this was that this was the first time footage of this
kind and to this level had been recorded in high definition viewing.
The first series, released in 2006 (2007 in the US), reached an average viewership of 9 million people in
the UK among its first 5 episodes. This figure would drop to between 6-7 million for the following 6
episodes, but was still higher than the average BBC One viewership for its usual time slot, and the series
was still highly praised for the time.
The first three episodes of its sequel series, Planet Earth II, managed to attract more viewers within the
16-34 year-old age bracket than the 2016 edition of the X Factor did - averaging around 12 million viewers
of all ages per episode. This is the crucial information that shows the series, whether for its points on
nature or the impact of David Attenborough, is popular among the audience we intend to target our brand
towards.
Planet Earth - the BBC Documentary series

5. Veganism among 16-24 year-olds and in the media
● 25 percent of 18-year-olds in the UK are vegetarian or vegan
● Gen Z are more likely to say they care about the environment compared to other
generations, though there is a relatively small difference between their views and those
of Millennials. While Gen Z have strongly stated beliefs, these do not necessarily
translate into action – for example, they do not necessarily recycle despite expressing
their environmental concerns.
● Gen Z are more likely to be vegetarian than those age 55+, although they are less likely
to be vegetarian or flexitarian compared to those aged 25-34 and 35-44.
● Forbes argues that “the shift toward plant-based foods is being driven by millennials.”
Younger consumers are more likely to care about animal welfare, the environment, and
supply chains when purchasing food.
● A Canadian study found that more than half of vegans in the country are under age 35.

6. Nature In Tourism
VVV

7. Tourism and Nature: The Wonders: The Great Wall of China
The great wall of china was constructed in 7th century BC and is roughly 5,500 miles long and has been a
spectacle of the ancient world for over a millenia. In recent years around 10 million people on average visit the
great wall of china, swamping the length of the wall and cramming it with people. Booming tourism, neglect and
inadequate funds for protection are nibbling away at the Great Wall of China. According to latest reports, just
one-third has been well preserved and protected, another third has become dilapidated, and the remaining third
has been completely destroyed. The Great Wall, one of the seven wonders of the world, was first built in the Qin
dynasty (221-206 BC) as a major defensive project and rebuilt in the Ming dynasty (1368-1644). Surviving the
times, the great wall was listed as a world cultural heritage site in 1987 by the United Nations Educational,
Scientific and Cultural Organisation (UNESCO).But when Chinese experts surveyed 101 sites along the Wall in
late 2002, they found that in many western areas (where the wall has is largely constructed of mud), erosion has
weathered the wall and sand has buried it. And in the eastern portion of the Wall, human activities have caused
the most damage.The most recent case of damage happened in December 2003 in Hebei province, North
China, Xinhua news agency has reported. A survey team found that a 14-metre-long breach had occurred at the
600-year-old Hongyukou section of the Great Wall. The blocks removed from the wall had been set aside and
on both sides of the breach, two sections of new cement wall replaced the original wall. Investigation showed
that the project was part of the planned Hongyu villa project, which was unauthorised by any cultural relic
department. After being fined 100,000 yuan (12,000 US dollars) for the damage to the Great Wall, the investor
Zhou Wen felt he had been wronged, claiming that he was only trying to protect the wall by rebuilding it. And
many farmers along the wall even don't know that the Great Wall is under state protection. Wall bricks become
their courtyard walls and even pig pens in some remote areas.

8. Tourism and Nature: The Wonders: The Pyramid Of Giza
tourists visit new places because they need to see new aesthetic places. When the tourists travel to these
new places, they physically wear down the pyramids and in some cases disturb their purpose of being a
sacred burial ground for long dead Pharaohs. In some cases, holes are broken into the chambers of the
pyramids to allow tourists to enter and walk around what would otherwise be sacred and undisturbed tombs of
people who were once compared to Gods. the biological erosion of the pyramids occur when over time the
process of people stepping on the stones of the pyramids begins to break away at their structure causing their
structural integrity to collapse and ruin the monolith and human feat of creation that is a pyramid.

9. Natural Disasters and Nature
Between 2000 and 2012, natural disasters caused £1.2 trillion in damage and affected 2.9 billion people.
2012 marked the third consecutive year of worldwide natural disaster damage exceeding $100 billion. 2011 reached a record high of
$371 billion.
Worldwide in 2011, there were 154 floods, 16 droughts, and 15 cases of extreme temperature.
Over 1/2 of the victims of both Hurricane Katrina and Hurricane Sandy were senior citizens over the age of 65. Work with seniors to
create an emergency plan in case of a disaster. Sign up for Seniors Safe and Sound
Floods are the most widespread natural disaster aside from wildfires. 90% of all US natural disasters declared by the president involve
some sort of flooding.
“Earthquakes” are disasters that cause associated destruction of man-made structures and instigate other natural disasters such as
tsunamis, avalanches, and landslides.
In 2012 there were 905 natural catastrophes worldwide including severe storms, droughts, tornadoes, earthquakes, floods, hail storms,
typhoons, wildfires, and hurricanes.
Nearly 50% of the fatalities caused by natural disasters in 2012 were due to hydrological events like flooding or mass movements.