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MKTG 749 Research andAnalytics CapstoneProfessor: Colleen PatersonSubmitted by Team 3(The Albatross)Section 001Date: 09/21/2022Submitted by“The Albatross”Parth Khanna (301246609)Syed Badruddin Hussaini (301270007)Ashwin Kumar Opla Kannan(301151122)Nikita Majumder (301269299)Sofiyah Kittur (301214858)Adhil Hameed (301253557)
Pie Chart
Table of ResponsibilityTeam MemberTasks (Parts)AshwinSpecific Topic (Idea), Articles (Millennial and gen Z perspective towards eco-officecampaign implementation in public sector, A Descriptive Study on Attitude of Generation Ztowards Green Behaviour).NikitaSpecific Topic (Idea), Articles (Research on Climate change, social media, and Generation Z– 2020, Why social media can play a positive role in environmental action - 2019).SyedSpecific Topic(Idea), Research article on-An age of making eco-conscious decision: Newbuying behaviour among Millennials and Gen Z and A Generational shift to save the planet’sfutureParthSpecific Topic (Idea), Articles (Climate Fixes: The Importance of Local Governments,How Gen Z is Accelerating Climate Action)SofiyahSpecific Topic (Idea), Articles (Temporary reduction in daily global CO2 emissions duringthe COVID-19 forced confinement, Gen Z And Environmental Issues: How To Earn YoungConsumers’ Trust)AdhilSpecific Topic (Idea), Articles (Gen Z, Millennials Stand Out for Climate Change Activism,Social Media Engagement With Issue, The Environmental Burden of Generation Z)
Client BusinessProblemThe main business problem is discovering newways to entice Millennials/Gen Zs toparticipate in climate change reductioninitiatives.
Specific Topic for the Client's IssueAn app-based point system that encouragesMillennials and Gen Zs to register for climatechange reduction events/activities.Volunteers who register will receive points thatcould be redeemed for any mode of publictransportation.
Secondary Research (Articles)
Nikita Majumder– 301269299Why social mediacan play apositive role inenvironmentalaction - 2019An article by Emanuel George discussed how social media aided environmentalactivism. In March 2019, #TrashTag initially emerged on her social media feed. OnInstagram, Twitter, and Facebook, the hashtag sparked a massive cleanup frenzy intrash-strewn areas. They uploaded pictures to social media, used #TrashTag, and evencreated a film to document their little adventure. Soon after, images started to flowover social media, and people started acting coordinated. On Twitter alone,#TrashTag had reached over 800,000 users and was still going strong.According to Pamela Rutledge, head of the California-based Media PsychologyResearch Center "Social media alters public perception. The ease and speed withwhich knowledge is shared sets a new standard for change." Young Swedish eco-activist Greta Thunberg, whose weekly climate protests in Stockholm went global onsocial media, is one of the best examples of this. She now inspires people all over theworld, speaking before European parliaments, criticizing CEOs at the WorldEconomic Forum, and even being nominated for the Nobel Peace Prize.

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Term
Spring
Professor
Ali
Tags
Generation Y, Generation Z, Generation

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