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 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 2023. 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.

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.

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 97% 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 communities, 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.

Beyond WeNaturalists, the wider digital ecosystem for climate and sustainability in India continues to expand. Mainstream platforms like Instagram, LinkedIn, X, and YouTube consistently drive the highest engagement for eco, climate, and SDG-related content. Short-form videos (Reels, Shorts) and educational explainers from creators, NGOs, and activists see the widest reach, especially around environmental days and topical viral campaigns.  While Facebook continues to be significant for community mobilization. Across this landscape, user-generated content delivers up to 4x the engagement of branded content, making it the key force behind participation and impact.

Content spikes remain strongly tied to global environmental events, with clear year-on-year growth. On World Nature Conservation Day (July 28), posts rose by 6.8% in 2025 compared to 2024. World Earth Day (April 22) witnessed the sharpest surge, recording a 95% increase over last year. Meanwhile, World Environment Day (June 5) has so far seen a hike from 782 posts in 2023 to 1528 posts in 2025. These surges highlight how timely, event-linked storytelling galvanizes participation.

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 predict record participation in the green creator economy in 2025–26. The movement is not only digital—it’s local, measurable, and increasingly youth-powered.