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Generation Rebuild: Fixing the future, one start-up at a time
Digital natives are taking matters into their own hands with start-up ventures that aim to fix the broken environment they inherited while generating sustainable profits.
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(Illustrated by Budhi Button)
I
n an era where the global climate crisis looms large, tech-savvy entrepreneurs from the generation often dismissed for being perpetually glued to their screens are leveraging their digital prowess to spearhead innovative environmental solutions.
From conserving water and reducing plastic waste to tracking carbon footprints, start-up founders hailing from Generation Z and young Millennials are transforming their eco-anxiety into constructive action.
“As digital natives, we are just more sensitive and can absorb information faster than our parents’ generation, making us more aware of environmental issues,” Mirta Khairunissa, cofounder CEO of carbon footprint tracker app Tracco, tells The Jakarta Post.
Growing up with social media, they have been continually exposed to reports and discussions about the climate crisis, heightening their awareness of and engagement with related environmental issues.
Instead of apathy, however, Mirta and others from her generation have imbibed an environmentally conscious, can-do spirit: “I want to influence the issue I care about the most,” the 25-year-old says.
Tracco, which she created in 2023 with friends she met at the Apple Developer Academy, aims to address the low public awareness of the amount of carbon we emit from our daily commute. In the app, you can track and calculate your transportation emissions and offset them through actionable steps like planting trees.
“This focus on personal impact resonates with a generation comfortable with translating online knowledge into tangible actions,” Mirta explains.
