As environmental issues such as climate change and global warming have been steadily raised, reducing carbon emissions and solving microplastics problems have become major challenges. In the aftermath of COVID-19, there is an increased demand for delivery services, meal kits, and frozen foods which in turn leads to a surge in plastic wastes. According to the Ministry of Environment of Korea, plastic waste generated last year increased by about 20% compared to the previous year. Delivery food containers are said to have accounted for a significant portion. At this rate, it is feared that plastic consumption could increase 20 times by 2050. Consumers have begun to call for waste reduction, preferring sustainable products even more. Since the generation MZ consumes products that suit their beliefs and values, they are more likely to choose green options. It is related to the word ‘meaning out’ that refers to the expression of individual beliefs or tastes through consumption activities.

Besides their selective spending, many companies are changing their strategies in an eco-friendly way. Efforts to reduce plastic use continue through various brands in Korea. Many cafe brands are trying to replace disposable plastic cups with multi-use cups and to use biodegradable paper straws, unlike plastic straws. Food companies are also actively introducing eco-friendly packaging materials. For example, no-label bottles are manufactured to remove vinyl labels increasing their recyclability. They are also planning to change plastic containers and buffers to paper materials. Some beauty brands offer discounts or points if consumers bring used cosmetics containers to the store. These companies’ efforts are related to ESG, one indicator of evaluating companies recently. ESG, a word derived from the initials of Environment, Social, and Governance, is a significant consideration in non-financial performance. It contains the philosophy that sustainable development can be achieved only by considering transparent management such as eco-friendly, social responsibility management, and governance improvement.

The problem is that it is difficult to confirm whether these eco-friendly managements are worthwhile to the environment. Greenwashing refers to a form of marketing that promotes as if it were eco-friendly for economic profit, although it was not actually eco-friendly. The term was originally coined in the 1980s by environmental activist Jay Westerveld inspired by the irony of the save your towel movement. This includes reducing environmental pollution problems that occur in the entire production and highlighting only some parts of processes to pretend to be ESG. It is a deceitful action intended to mislead consumers or audiences who want to buy products and services from environmentally conscious brands.

Recently, the reusable cup event of one coffee brand has been embroiled in controversy over greenwashing. Many people lined up at stores for many hours and even the mobile order app went down. It seems that it was the perfect marketing plan to target people. However, people found that reusable cups are more like a product that may encourage environmental pollution. Since it is made out of plastic called polypropylene, it is hard to use permanently like a regular mug or a drinking glass followed by the mass production of plastic waste. People ended up making trash again in the name of saving it. To make the reusable cup more firm, it emits more carbon than disposable cups. A paper bottle launched by a Korean cosmetic company is another example. The brand promoted an eco-friendly image with the paper bottle. It, however, turned out that they only changed the label to paper and put the phrase “HELLO, I’M PAPER BOTTLE” on the product. On social media, boycotts appeared from consumers who thought of it as a plastic-free bottle and purchased the product.

As ESG management has begun to be recognized as a necessity, not an option, voices of caution against greenwashing are growing. Excessive marketing to target green consumers and MZ generation leads to environmental destruction. Consumers need to look out to spot greenwashing as many products have been pouring out with the label “eco-friendly” or “sustainable”. We have to remain vigilant against greenwashing.

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K-UNIV Reporter

Nahyun Lee

Generation Z (hereafter Gen Z) is the cohort born between 1997 and 2012. As the cohort was raised in the age of the Internet, it is familiar with social media and is more connected to the world than any other generation. Gen Z, who values individuality, diversity, freedom, and individualism, is expressing their distinctive identity in various ways. Amid the growing interest in Gen Z, Gen Z’s study culture has also gained attention.

From library to cafes 

Kids these days no longer study in suffocating libraries. Libraries that require dead silence are deemed inappropriate to complete tasks on laptops, watch videos, do group assignments, and perform discussion-based activities. Instead, students found a new haven in coffee shops and study cafes that provide a more comfortable environment. Coffee shops are equipped with ambiance, coziness, and free space, gaining popularity as a substitute for libraries. Eventually, study cafes that specifically provide an environment to study have emerged. Combining the strengths of libraries and cafes, study cafes guarantee space solely for studying with comfort, ambiance, and food.

Ever since COVID-19, online libraries have also emerged. An online library known as Study Stream is a Zoom link accessible from all over the world. All participants mute themselves and study independently, yet merely being in the same virtual room motivates one another. Streaming 24 hours free of any time and space restrictions, Study Stream has spread its popularity across this generation.

Using social media as communities 

As digital natives, Gen Z fully utilizes smartphones even when studying. Gen Z uses study apps to measure and record the amount of time they studied and plan their agenda with the app. Unlike traditional paper planners that require everything to be written in detail, study apps can automatically track and analyze the study time, subjects, and grades, providing not only convenience but also an opportunity to improve grades. Additionally, certain study apps are active in building their own community, allowing users to create a bond and spread inspiration.

Gongstagram(study+instagram) is a particularly popular study method that utilizes online communities. By posting study notes, agendas, and study hours on Instagram, users get a sense of validation for their work. Gongstagram users say that they feel motivated to study more habitually as they need to post periodically. Gongstagram also includes time-lapse or live stream videos of users studying. Gen Z states that study streaming gives the feeling of studying with a large number of people while filming videos prevent them from slacking off. Users can also feel accomplished by looking at records of their Instagram posts and feel motivated to study harder. Hence, Gongstagram has established itself as part of Gen Z’s study culture.

Moreover, Gongstagram is not a trend distinctive to Gen Z in Korea. Study-related tags such as #studyaccount and #studywithme are increasing in America as well, with more eager to participate each day.

Indulging in study, utilizing YouTube

Kids these days search on YouTube instead of Google for information, signifying that more students are on Youtube than ever before. With the rising number of YouTube viewers, a plethora of education-related content found its way to reach Gen Z’s studying culture. Like Instagram, study vlogs are also a big trend on Youtube. Yet, a new study method has gained the attention of Gen Z.

This study method, called the ‘over-immersion’ method, displays certain images and background music through ASMR videos where viewers immerse into the atmosphere created by the video. For instance, with the white noise and image of their dream school, students study as part of that school; with palace images and classical music, viewers become the next in line for the royal heir; with the Harry Potter soundtrack and a Hogwarts image, viewers are Gryffindor students during final exam season. Gen Z claims that over-immersion study produces higher concentration, efficiency, and even a shred of fun. In fact, the claim turned out to be true. After becoming a Hufflepuff student during the finals, I was able to experience improved flow and concentration. I was not monotonously memorizing the material but found myself enjoying the process of studying.

Familiar with technology, Gen Z builds its own study culture through social media. Since COVID-19 restricted study spaces, Gen Z’s non-face-to-face study culture gained momentum to spread at an even faster pace. The free and diverse Gen Z, the ‘kids these days’, are trying their best to find the will and joy to study even in difficult times.

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K-UNIV Reporter

Zieun Ka

It has been well over a year since the pandemic began and saying that the world is exhausted is an understatement. Cities all over the world have been going into lockdown and the world was put on halt. With norms no longer being the norms, everyone was forced to adapt to a new lifestyle. So how has the pandemic affected the younger demographic, and how are they handling their pandemic fatigue?

Post secondary education has taken a drastic change during the pandemic. With online lectures being the solution to avoid large gatherings, the students have mixed opinions on this matter. There are those who believe that online learning is negatively impacting the educational quality. They claim that the restricted use of school facilities does not properly reflect on the tuition they pay. With the “partial” education they receive, they are left ill-prepared once graduated.

On the other hand, there are many who support online learning and believe that it will be an integral part of our educational system in the future. Their claim is that the benefits of online classes outweigh the drawbacks. Many see the pandemic as a push to the inevitable online-oriented society that was going to come with or without the pandemic. Of the coming changes, online schools – specifically post secondary schools – is one that will be greatly influenced. Further development in online culture is to be expected in the coming time.

Apart from education, the younger demographic have become restless from the pandemic. For young adults, their 20s are supposed to be a time for exploration and growth. It is a period where they step into the next chapter of their lives which bestows them with infinite possibilities, but the restrictions the pandemic brought discouraged many to move forward. Because of these restrictions and boundaries, many feel trapped and tied down physically and mentally. The excitement of graduating from the decades spent in a learning institution is crushed by the WFM (work from home) culture that was spawned by the lockdown.

While some are discouraged to move on, others took the pandemic as an opportunity. With the seemingly infinite amount of time people had during the lockdown, the restless young adults had to allocate their energy to new ambitions and hobbies. Small “at home businesses” began to pop up left and right. All sorts of creative businesses started popping up on social media such as basketball pottery, picnic catering, home food catering, and more. Whether it was done to pass the time, to make profit, or to be a non-profit, each business shined with youthful creativity that reflected their respective community. In Toronto, the BioBall made its appearance. The BioBall is a handmade sports planter that adds life to the home environment while raising money for a good cause, as all profits are donated to cancer patients.

While some were starting their “small businesses,” others were entering the world of stocks.  It seemed like every other person was learning about stocks and investments. We’ve seen a spike of increase in “stock advisors” found on social media platforms such as Instagram, TikTok, Twitter, and reddit. We’ve heard countless stories of success and failure.

This lockdown has been inescapable as travel has been restricted as well. The phrase, “once COVID is over…,” has been getting louder and louder as people yearn to travel abroad. Whether it is to see family, to work, or just for leisure, young adults all over the world had to put their plans and ambitions on hold.

The past year and few months have been an interesting period of time. As we prepare for the end of the pandemic, the next chapter for these young adults will be even more exciting.

Asia Journal
Cory Yi