A recent study reveals a significant disconnect between American Gen Z and nature, indicating that they spend 25% less time outdoors compared to Gen X. Conducted among 2,000 adults, the survey found that the average Gen Z adult only spends 49 minutes outside on weekdays, primarily for commuting (24% of that time). In contrast, Gen X averages 65 minutes, with two-thirds of Gen Z admitting they can go days without stepping outside. The primary barriers identified for this lack of outdoor engagement include bad weather (25%), time constraints (16%), and a general dislike for being alone (16%).
The research was commissioned by Super, Natural British Columbia, which aims to promote the beauty of nature in the region. They have developed a tool called The Nature Rating that quantifies the presence of nature in various media—films, books, and songs—with the objective of inspiring individuals to incorporate more nature into their daily lives. Dr. Pelin Kesebir, a social psychologist involved in the study, emphasized a troubling trend: references to nature in media have been declining since the 1950s, which reflects a broader societal issue. The diminishing portrayal of nature in cultural content suggests that the disconnect from the natural world is deepening.
Additionally, parents are increasingly concerned about their children’s outdoor activity levels; one in five parents suggest that the current generation is not spending enough time outside. The average child is reported to get just 56 minutes outdoors daily. Interestingly, half of the parents believe their kids spend more time outdoors than they did at the same age, even as 25% recognize that their children are likely spending less time in nature than they did. A significant number attribute this decline to increased screen time, which is cited as a primary barrier to outdoor engagement.
The context of urban living also impacts individuals’ relationships with nature; two-thirds of city dwellers admit to going days without leaving their homes. Despite these challenges, a majority of respondents (67%) acknowledge that seeing nature on screens encourages them to venture outside. Social media platforms (36%), YouTube (35%), and television shows (32%) serve as the main sources of inspiration for outdoor activities.
Among the most influential media cited were popular shows like “Yellowstone,” “Our Planet,” and “Survivor,” revealing that media can act as a powerful motivator for reconnecting with nature. Nevertheless, 46% of participants feel that there is a nature deficit in the media they consume. This sentiment highlights a significant opportunity for content creators to address this gap and encourage outdoor exploration.
Maya Lange from Super, Natural British Columbia remarked on the well-documented benefits of spending time in nature, emphasizing the importance of fostering connections with the environment. While there is no single solution to the growing detachment from the natural world, the study asserts that engaging with nature through popular media can ignite a deeper appreciation for the outdoors. The Nature Rating is designed to facilitate this process by helping audiences recognize the presence of nature within the content they enjoy and, ultimately, to inspire them to embrace nature in their everyday lives.
