campbell-fosteringmarineenviron-2020.pdf (1.19 MB)
Download fileFostering Marine Environmental Stewardship: New Tactics Needed to Engage Millennials
journal contribution
posted on 2020-10-01, 00:00 authored by C Darkson, Marnie CampbellMarnie Campbell, S RockloffThe generation subculture theory asserts that as each generation comes of age and begins to harness political and economic power, their unique value-set will shape social and environmental outcomes. With this in mind, we undertook a preliminary social survey that explored the relationship between birth cohort (the Silent Generation, Baby Boomers, Generation X and Millennials), and marine environmental values, behaviour, and preferences. The findings demonstrate a declining value is placed on the marine environment across the generations, with an associated decrease in pro-environmental behaviours. The results emphasise the importance of targeted conservation outreach, particularly for Millennials.