Netflix and Polluting? : En studie om datakonsumtionens negativa klimatpåverkan och hur en marknadsföringskampanj kan påverka 16-25 åringar till att göra hållbara digitala val

Sammanfattning: Some of today’s most popular digital platforms do not have any environmental policies. The growing volume of their data consumption contributes to an increase in environmental emissions. Young adults between the ages of 16-25 are the most frequent users of these platforms. However, previous studies also show that of all age groups, 16-25s also have the highest level of concern for climate change. The purpose of this study is thus to research if the age group 16-25 are aware of the phenomenon ’green data’ and that both their own and the general data consumption has an environmental impact. Furthermore the purpose of the study is to research if and how a marketingcampaign could impact this age group to alter their digital choices to platforms and apps with less environmental impact.  A quantitative survey revealed negative results on both counts. Additionally, to explore if a marketingcampaign could alter the age groups digital choices, an intervention was conducted as an Instagram prototype. The prototype was measured qualitatively through two focus groups, one exposed to the marketing campaign and one control. Although the intervention raised awareness among the exposed group, the results suggested one campaign alone would not be sufficient. Additionally, the results revealed that lack of availability of alternative platforms, platform choices amongst peers, and convenience, mitigated the effectiveness of the marketing campaign. Further research may prove valuable in investigating variables that neutralise the mitigating factors’ effects.