Study shows social media content opens new frontiers for sustainability science researchers

by Denise Spranger, University of Michigan

A virtuous cycle for social media (SM) data and sustainability through transparency, 

inclusivity, and responsible data use. 

Credit: One Earth (2023). DOI: 10.1016/j.oneear.2023.02.008

With more than half of the world's population active on social media networks, user-generated data has proved to be fertile ground for social scientists who study attitudes about the environment and sustainability.

But several challenges threaten the success of what's known as social media data science. The primary concern, according to a new study from an international research team, is limited access to data resulting from restrictive terms of service, shutdown of platforms, data manipulation, censorship and regulations.

The study, published in the journal One Earth, is the first known to evaluate the scope of environmental social media research and its potential to transform sustainability science. The 17-member research team analyzed 415 studies, published between 2011 and 2021, that examined social media content related to the environment.

"Ideas about climate change and our environment are increasingly coming from social media," said Derek Van Berkel, assistant professor at the University of Michigan's School for Environment and Sustainability and one of the study' three lead authors. "Online communities like Reddit, or simply news stories shared by your friends on Facebook, have become digital landscapes where many ideas are shaped and formed."

Understanding how those ideas are shaped aids science communicators in honing environmental messaging and prompts them to fill gaps where information is lacking or misrepresented.

Despite the potential public benefits of social media data science, the authors argue, current business models of social media platforms have generated a vicious cycle in which user data is treated as a private asset that can be purchased or sold for profit. This has raised public concern and mistrust of social media companies, leading to a greater demand for more regulation.

The study supports the idea of replacing this vicious cycle with a "virtuous cycle."

"A virtuous cycle requires the collaboration of SM companies, researchers, and the public," said co-lead study author Johannes Langemeyer from the Institute of Environmental Science and Technology at the Autonomous University of Barcelona.

"For their part, sustainability researchers can foster more trust and cooperation by embracing high ethical standards. Inclusivity, transparency, privacy protection, and responsible use of the data are key requirements—and will lead to an improved standardization of research practices moving forward," Langemeyer said.

A promising example of cooperation from a social media platform was initiated in January 2021 when Twitter set a new standard for broader access to researchers by introducing a new academic research product track, which for the first time allowed free full-archive searches for approved researchers.

Such an approach could have served as a model for wider open access across social media platforms. But confirming the fears of researchers, Twitter recently announced that as of Feb. 9, 2023, the company will no longer support free access.

"SM data has the potential to usher in a revolution in the current practices of sustainability research, especially in the social sciences, with an impact on par with that of Earth observation in the environmental sciences," said co-lead study author Andrea Ghermandi from the Department of Natural Resources and Environmental Management at the University of Haifa in Israel.

The study concludes that social media data assessments can support the 2015 U.N. Sustainable Development Goals that serve as a universal call to action to end poverty, protect the planet, and ensure that by 2030 all people enjoy peace and prosperity.

"Achieving the U.N. Sustainable Development Goals will require large-scale, multi-country efforts as well as granular data for tailoring sustainability efforts," the study authors wrote.

"The shared values and goals of working for a sustainable future may provide common ground for the cooperation needed to fully realize the contribution that SM data offers."

More information: Andrea Ghermandi et al, Social media data for environmental sustainability: A critical review of opportunities, threats, and ethical use, One Earth (2023). DOI: 10.1016/j.oneear.2023.02.008

Journal information: One Earth 

Provided by University of Michigan Should you pay for Meta's and Twitter's verified identity subscriptions? A social media researcher explains

Are Influencers the Key to Fighting Climate Change?

Kristin Snyder

Mar 16 2023

Evan Xie

From makeup to books, people are increasingly basing their purchasing habits on what social media stars recommend. It shouldn’t come as a surprise, then, that influencers are swaying people to make more sustainable choices. A study released last week that was conducted by Unilever and the Behavioural Insights Team (BIT), which surveyed 6,000 people across the US, UK and Canada, found that 78% of consumers found influencers had the most impact on why people switch to sustainable choices. Traditional information outlets, on the other hand, lagged far behind—48% turned to TV documentaries, 37% turned to news articles and 20% turned to government campaigns.

On the surface, these statistics are sobering. Influencers, who lack any oversight or ethical requirements, are the ones responsible for shifting consumer behavior toward more sustainable options.

But this aligns with trends people have noted across the board. Gen Z has largely swapped TV time with social media usage, with one study finding that TV and film came behind video games, music, the internet and social media as young people’s favorite entertainment activities. Not only do 42% of Americans actively avoid reading the news, but 91% of young people get their news from social media. And overall trust in government institutions has reached a low of 27%, with many members of Gen Z believing the government hasn’t done enough to fight climate change.

Meanwhile, influencers are reaching people where they are. That’s not to say that some influencers don’t encourage overconsumption. After all, the so-called, “haul video” featuring heaps of cheap fast-fashion clothes, dominates fashion and beauty influencer spaces.

But there are an increasing number of creators carving out their niche with sustainability-centric content. On Instagram, people like @zerowastecutie and @DiandraMarizet share infographics focused on sustainable living tips and cutting out plastic. On TikTok, sustainability influencers are fighting against the overconsumption that runs rampant on the app. Some, like @climatediva, haul thrifted clothes, while creators like @tarabellerose make educational videos about environmental issues.

None of this suggests that influencer culture writ large has entirely shifted towards eco-friendly practices. It does, however, indicate that influencers have been more successful than any other institution in convincing young people to move beyond just worrying about climate change and instead make specific life changes.

The new paradigm makes sense, considering most influencers are between the ages of 18 and 34. And when coupled with the fact that young people are turning to TikTok rather than Google as their search engine of choice—just searching “zero waste” results in videos detailing budget-friendly ways to reduce waste and starter guides—short clips can go a long way in helping viewers get easy, actionable advice on simple lifestyle changes. A proposal that might not come across as effectively in a long documentary on TV or a news article.

This is all to say that it would be easy to look at Unilever’s findings and bemoan the way influencers have infiltrated how information spreads. But it’s not their fault that they’ve managed to capture people’s attention. If news organizations or government campaigns want to actually reach young people, they could stand to take some tips from TikTok stars.

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