I make short-form videos about sustainability for Gen X on Instagram, TikTok and YouTube.
Why Gen X
Most sustainability content is made for younger people. That's fine, but it means the audience with the least ability to change anything gets the most attention. Gen X is at peak earning. We own the homes, we choose the appliances, we do the grocery shopping for the household, we're the ones deciding whether to install solar or replace the hot water system. At work, we're senior enough to sit in the meetings where budgets and suppliers get decided.
It's about agency, and almost nobody is talking to us.
What agency actually looks like
At home, it's the big decisions. What you heat and cook with, what you drive, what you buy every week without thinking about it. These aren't small gestures. They're choices with a long-term impact.
At work, it's bigger again. Many of us have some influence over what an organisation buys, who it buys from, and how it operates. One decision there can outweigh everything you do at home in a year.
With family, it's both directions. Kids who are growing up, and parents who are old enough to need help making decisions about their own house.
What the videos are for
Understanding how the system works lets you make a real decision within it. So the videos start with what's actually going on. Then you decide what you want to do about it. I'm not interested in telling you what to buy.
The background
I have a Master of Environment in sustainable food systems, so the content is evidence-based, but the videos don't sound like a lecture.
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