In September 2024, Climate Week NYC brought together an unlikely group of participants to address one of the world's most pressing issues: hunger. A panel discussion organized by World Food Program USA featured social media personalities with a combined Instagram following of over 1.8 million, highlighting the growing importance of influencers in raising awareness about global challenges.
The panel, which included Bailey Bass, star of "Avatar: The Way of Water," and Manolo Gonzalez Vergara, co-founder of the culinary brand Toma, debated the effectiveness of social media platforms in communicating complex issues. Drea Okeke, a Nigerian-American engineer turned TikTok star with over 6 million followers, emphasized the relatability factor that makes social media content trustworthy for many users.
This discussion underscores the challenges faced by humanitarian organizations in reaching younger generations. The United Nations General Assembly, established in 1945, and other long-standing institutions are increasingly turning to social media platforms to connect with their target audience. TikTok, launched in 2016, now boasts over 1 billion active users worldwide, making it a powerful tool for disseminating information.
Bill Gates, co-founder of Microsoft in 1975, acknowledged the responsibility placed on younger generations to address global issues during a Q&A session promoting his Netflix show. The Clinton Global Initiative, established in 2005, also recognized the importance of content creators in shaping public opinion, dedicating space for influencers to collaborate at their annual gathering.
The Global Citizen festival, held in New York's Central Park, demonstrated the power of combining entertainment with activism. Headlined by Post Malone, the event featured appearances by celebrities such as Hugh Jackman, born in 1968, and surprise performances by Ed Sheeran and Chris Martin of Coldplay. The festival generated $1 billion in commitments, including pledges from Denmark and the European Commission for humanitarian aid and vaccine distribution through Gavi, the Vaccine Alliance, created in 2000.
"I know so many of you joined me in taking action to earn your tickets to be here tonight. But we can't stop now. Please keep using your voice to help those fleeing violence to get the food, shelter and education they need and very, very much deserve."
The World Food Programme, founded in 1961 and recipient of the Nobel Peace Prize in 2020, is leveraging the influence of young activists to spread its message. Rebecca Middleton, chief advocacy and engagement officer at World Food Program USA, emphasized the potential of Generation Z, typically referring to those born between 1997 and 2012, as catalysts for change.
As the term "influencer" gained popularity in the mid-2010s, it has become clear that social media personalities play a crucial role in shaping public opinion and mobilizing action. With platforms like Instagram, launched in 2010, reaching over 1 billion active users, the potential for spreading awareness about global issues has never been greater.
The events of Climate Week NYC 2024 highlight the evolving landscape of humanitarian efforts, where traditional organizations and young influencers collaborate to address pressing global challenges. As the world continues to grapple with issues like hunger and climate change, the power of social media and the voices of younger generations will undoubtedly play a crucial role in driving positive change.