This week, a new media platform called Collectively appeared online. Targeting the 18-to-30 age group, Collectively shares articles and videos about sustainability projects from around the world. Many of the world’s largest corporations, including Coca-Cola, Unilever, McDonald’s and Twitter. are partnering with (i.e. sponsoring) the Forum for the Future to bring this platform to the Internet.
The Forum for the Future states that the goal of Collectively is to inspire “a generational shift to a new normal.” Collectively highlights encouraging news in the push for sustainable agriculture and energy, as well as related news about art and technology. Visitors to the site can watch a video about urban beekeeping in Los Angeles, for example, or read an article about the promise of micro farming. In an age of alarming news about climate change, wars, and health crises, you don’t have to be a member of the Millennial generation to crave good news about the future of our planet.
It is easy to question the motives of corporate sponsors, and to feel skeptical about claims that the sponsors do not dictate content. However, it is necessary to bring both private and public organizations and businesses to the table as we tackle complex — and urgent — environmental and humanitarian issues. Meanwhile, young visitors to this new platform will have a chance to learn about sustainability issues and consider their own potential for creativity and leadership. I am at least thankful for that.