California High School and College Students’ Interests in Environmental Messaging through Social Media
SSMAP Application Survey Results Report
Student Social Media Ambassador Program (SSMAP)
The Student Social Media Ambassador Program (SSMAP) is a youth internship hosted by Grades of Green (GoG) in partnership with CalRecycle, equipping young people to promote sustainable habits through creative digital engagement in support of CalRecycle’s Recycling Reimagined campaign. The program mobilizes diverse students to amplify waste reduction, recycling, and recovery efforts, driving measurable behavior change across California (CA).
The Survey
This report is based on qualitative data from the SSMAP application survey, which included multiple choice and multiple select questions on applicant demographics, such as CA region, education level, grade, and minor status. Open-ended questions explored applicants’ social media use, comfort and content style; environmental interests and motivations; and ideas for promoting positive environmental behaviors online.
Demographics
Applications
Unique Institutions
Southern CA
Northern CA
Central CA
High School Students
College Students
Other
Results
Social Media Use
Survey results show applicants are active on multiple social media platforms, using an average of 2.75 platforms.
Platforms used most often, by education level
“I want to be part of the SSMAP because I’m passionate about storytelling and digital creativity. Social media has such a powerful role in shaping how others see our school community, and I’d love to contribute to that by highlighting student experiences, events, and achievements.”
– College student, Central CA
Interests in the Environment & the Program
Applicants showed strong interest in environmental topics, especially waste and pollution management (43%) and climate change and sustainability (41%), followed by education and awareness (37%), nature appreciation (31%), and environmental protection themes like conservation and biodiversity (26%).
Program interests, overall and by education level
“I am very interested in climate action and finding solutions to environmental challenges. My work…has deepened my understanding of issues like sustainability, waste reduction, and community engagement. I enjoy collaborating with others to create impactful projects that help protect our planet and promote eco-friendly practices.”
– College student, Central CA
Fresh Ideas
Applicants were also invited to describe any fresh ideas they wished to share regarding social media content for environmental advocacy.
Among 141 responses, nearly half (49%) focused on educational content. This emphasis may reflect the program’s student-focused mission and provide insight into how young people use social media.
Many responses also emphasized presentation style: 43% mentioned post formats and 33% aimed to make content attention-grabbing through aesthetics, trends, or platform algorithms.
Ideas for social media posts, by frequency
Key Takeaways
Participants believed the program’s use of social media offered potential for influencing behavior and advancing environmental education.
Their hopes for the program lie in translating skills into meaningful impact.
The integration of environmental learning, activism, and hands-on experience sets the program apart.
“CalRecycle is thrilled with the content students created through the Social Media Ambassadors Program and grateful for the opportunity to engage the next generation in reshaping how California recycles, composts, and thinks about waste. We are inspired by the young people who brought their creativity and passion to the program and used their voices to encourage environmental stewardship in their communities.”
- Katrina Leni-Konig, Deputy Director, Office of Environmental Justice, Tribal Relations, Education and Outreach, CalRecycle
We value partnerships that bring innovative programs like SSMAP to life.
If you’re interested in collaborating to activate youth leadership and drive environmental impact, we’d love to hear from you.
Explore the full findings and insights.
Download the executive summary for key highlights or the full report for a comprehensive view.
