Gen-Zs already spend more time on social than any cohorts. What if we can introduce a new "like" on social media to celebrate progress on sustainability?

THE IDEA: #TheSustainableLike. Fixing the planet one s-like at a time.

We are making a bold ask for social media platforms to introduce a new like button. The new #SustainableLike, or s-like, will be available across all brand-verified channels and their every content. The viewers will choose to "s-like" a post by how much climate progress the content reflects.

New sneaker launch? setting record high usage of recycled materials? Love the progress, s-like it.

New OpenAI engine breakthrough? Exciting news but awful impact on climate for the electricity required to upgrade an AI model. no s-like.

The number of s-likes will help reward brands that make progress with more visibility and recognition. A natural media hack harnessing the potential of youth's existing engagement behavior.

THE EXECUTION:

The launch of the new s-like button will redefine social algorithm for the greater good.

It's a simple but powerful mechanic that celebrates every systematic progress, big or small. And it doesn't have to start massive, any platform's participation can count.

Take Tiktok / Snapchat / Instagram for an example, the launch will be news itself, and we can get young environmental influencers/leaders to review and share their excitement on the new function to education and encourage more followers to take part.

There will be a content hub to recognize brands and post with the most s-likes. Other donated media (such as OOH and banners) can all become reward for brands creating content that drive s-likes.

THE MEASUREMENT: Numbers are great, but what's better is we equipped with a new tool to measure behavioral and perception change, bringing #NewZeroWorld a step closer to reality.