Concern about climate change in Spain has dropped 25 points since 2019, falling from 67% to 42% of the population. Young people lead this demobilization, while older generations remain more steadfast. It is not indifference, but information fatigue and a lack of clear solutions. Sustainability advances when it is connected to pride and usefulness, not guilt.
Digital fatigue: when saturation dims awareness 📱
The overload of climate alerts on social media and in the media generates a fatigue effect that reduces the capacity for action. The algorithm rewards alarmist content but offers no practical tools. Technology, instead of educating, saturates. To reverse this, we need to design interfaces and communications that prioritize local solutions and useful data, not catastrophic headlines. The key lies in clarity, not intensity.
Greta's dilemma: from icon to background noise 🐻❄️
It turns out that getting tired of seeing the same video of a polar bear on an ice floe does not mobilize people; it bores them. Now, young people prefer a tutorial on how to recycle properly or a meme about solar panels over another apocalyptic speech. Human nature is simple: if you don't see results, you get tired. And if you get scolded on top of that, you turn off your phone and order a hamburger.