#Canada #British Columbia #Super #Natural British Columbia #Nature Rating

Is Our Nature Deficit at a Tipping Point?

A recent report unveiled by Super, Natural British Columbia, the official tourism organization of British Columbia, Canada, has shed light on a concerning phenomenon referred to as the 'nature deficit.' The report indicates that nearly 46% of individuals believe there is a disconnection from nature reflected in both media and culture—a gap that substantially affects younger generations, particularly Gen Z.

Key Takeaways from the Report

One striking observation from the report is that Gen Z spends 25% less time in natural settings compared to Gen X at the same age, despite having an increasing desire to escape from screens. Parents are increasingly expressing anxiety about this lack of time spent outdoors, with research showing that the average child today engages in less than an hour of daily nature exposure. This growing disconnect is especially alarming in urban areas where over 60% of city residents report going days without stepping outside.

The Nature Rating, a new tool launched by Super, Natural British Columbia, seeks to analyze nature-related content in the media we consume. The idea is built on a psychological principle that states the more one consumes nature-themed media, the more likely they are to seek out real-world nature experiences. By utilizing this innovative approach, the hope is to inspire a tangible connection between individuals and the natural world.

Generational Gaps in Nature Engagement

According to the findings of The Nature Report, there exists a stark contrast in how different generations engage with nature. Although 42% of Americans believe their generation is more connected to nature than past generations, this sentiment diverges significantly when examining age groups. Research indicates that while Boomers and Gen X tend to spend a considerable amount of time outdoors—the younger Gen Z generation shows a worrying decline in outdoor activity. Here are some essential points from the report:

• - Roughly 67% of Gen Z express being motivated by media and pop culture to spend more time outside, yet they average under 49 minutes of outdoor exposure on weekdays.
• - This decline translates to approximately a 25% reduction compared to the reported outdoor time by Gen X, primarily due to work commutes.
• - Almost two-thirds of Gen Z confess they can go days without setting foot outdoors, highlighting a significant gap in their relationship with nature.

Parent Concerns for Future Generations

The report highlights that parents are deeply worried about their children's decreasing connection to nature. Here are some noteworthy statistics:

• - About 50% of parents believe their children spend more time outdoors compared to their own childhoods; still, 25% feel their kids are outside less than they were at the same age.
• - 19% of parents are particularly anxious that their children are not engaging enough with nature, with the average child spending approximately 56.17 minutes daily in unstructured outdoor play or interaction with nature.
• - Main barriers to outdoor time cited by parents include increased screen time (36%), busy family schedules (32%), and weather conditions (25%).

The Urban-Rural Divide

Geography plays a crucial role in nature engagement. City residents experience the steepest disconnect from nature, with 67% of urbanites stating they can go days without going outside due to various reasons like bad weather, busy schedules, boredom, or disliking solitude.

Maya Lange, Vice President of Global Marketing for Super, Natural British Columbia, emphasized that although the benefits of spending time in nature are widely recognized, modern life increasingly distances us from it. The Nature Rating serves as a resource designed to assess and enhance individuals’ connections to the natural world through their media habits.

The Role of Nature Content in Media Consumption

The report reveals a significant correlation between consuming media featuring nature and engaging with actual natural environments. A substantial 67% of participants indicated that observing nature on screens inspires them to step outside. The primary sources of inspiration were found in social media (36%), YouTube/Reels (35%), and television shows (32%). Prominent influences included series like Yellowstone (21%), Our Planet (16%), and reality shows like Survivor (14%).

Dr. Pelin Kesebir, a social psychologist, pointed out a troubling trend showing that references to nature in popular media have been declining since the 1950s—an alarming indicator of a broader societal issue. This emphasizes the urgency of tools like the Nature Rating, aimed at encouraging a healthier 'nature diet' in media consumption.

Conclusion: Introducing The Nature Rating

To bridge the emerging gap, Super, Natural British Columbia has rolled out the Nature Rating, a pioneering digital tool designed to evaluate the nature-infused content in various media formats. This tool employs artificial intelligence and natural language processing technologies to analyze the prevalence of nature within films, shows, books, and songs. By assigning a Nature Rating score out of 10, it encourages users to consume more nature-oriented media, ultimately fostering a deeper connection and engagement with the outdoors.

For those keen to discover how much nature permeates the films, shows, or songs they enjoy, and simultaneously enhance their real-life experiences with nature, visit www.thenaturerating.com. The necessity to restore our connection with nature is not just a personal endeavor but a collective responsibility for securing a healthier future for generations to come.