Fix our future. We have the tools. Let's use them. Survey Report. [Generation Zero Survey Report. Auckland: Unitec, Department of Communication Studies].

Abstract

Objective This paper presents findings from a 2014 membership survey of Generation Zero, a youth-led climate change activist organization, in existence since 2010. The survey was conducted as part of the Generation Zero: online activism in NZ research project.

Findings The research finds that Generation Zero’s membership is very significantly homogenous, across several demographic indicators, such as geographic location, age, socio-economic class and political preference. As expected, the data shows the Generation Zero membership is politically engaged and highly supportive of pro-climate policies and rhetoric.

Recommendations If Generation Zero seeks wider engagement and participation beyond a highly engaged, homogenous and activist core, to deepen public engagement with issues of climate politics and communication, and to achieve change in these areas, broadening the appeal of the organisation to diverse membership may be required. The analysis of the findings offers some preliminary insights in this regard.

Multivariate regression analysis indicates several opportunities for Generation Zero to shape its campaigns and communication towards a more diverse membership, primarily among supporters of centrist political parties.