The Gen Z Pit Stop: F1, Sustainability, and Social Media
Explore the impact of social media on Gen Z's growing interest in Formula 1 with The Social Line. Discover tube trivia and more in this fun monthly newsletter.
Hop aboard The Social Line, a ride that takes you through the world of social media, Gen Z, and sustainability, all wrapped up in my love for the tube network.
Oh, you read that right! I'm a London Underground nerd, and the tube lines are basically social networks with their own unique personalities. I even have an opinion on what your favorite tube line says about you! So, if you're a fan of the Bakerloo line, you're a hipster. But if it's the Northern line, I might have to question everything!
I'm joking, but I do have a Northern line map waiting to be framed and put up on my wall. I rode that line back and forth every morning and night for six years, and that place used to feel like my second home!
With over 8 years of experience in the social media industry, being a proud zennial (that's what we call folks on the cusp of the millennial - gen z border), I'm fascinated by how each generation uses social media differently. And now, thanks to the popularity of TikTok, I'm excited to see how social media is being used to promote good in the world.
So, are you ready to explore this world with me? Each month, we'll dive into a new topic, with a sprinkle of tube facts thrown in for an extra bit of fun 🚂
This month, we're talking about the surprising link between TikTok, Gen Z, and Formula 1. With the launch of the new F1 season and the start of a new Drive to Survive season, my TikTok feed has been inundated by F1-tok, featuring post race reactions from fans, behind the scenes footage from teams, and even the odd driver or two rolling out their own TikTok content.
But, being reasonably sustainability conscious, I can't help but question the environmental impact of F1. Did you know that in 2020, F1 produced 155,104 tonnes of carbon emissions? Yikes!
So, join me on this journey as we explore the intersection of social media, Gen Z, and sustainability, with an extra bit of tube trivia thrown in for good measure. See you on The Social Line!
What’s up with TikTok and F1?
Coming up in March, we’ve got the launch of the new F1 season. Not to mention the start of a new Drive to Survive season today, which I will be binge watching all weekend.
What has peaked my interest is the sudden influx in gen z fans in the sport. My TikTok feed has been inundated by F1-tok, featuring post reactions from fans, behind the scenes footage from teams, and even the odd driver or two rolling out their own TikTok content.
Only 40% of F1 drivers in the upcoming season have a TikTok account. That screams missed opportunity to me.
During my deep dive of why the sport suddenly feels so popular, I found that actually 65% of F1 drivers are gen z. So therefore you would assume drivers would jump on the platform as that’s likely where they spend a great deal of their social media scrolling time (do F1 drivers have any free time?)
Everything you need to know about F1 and Social Media in 2023 - Rebecca Holloway
Are younger drivers bringing in younger audiences?
Well, yes, probably, but why?
We all know how to attract gen z - if I was social lead at one of the competing teams I’d be making the organic TikTok strategy a matter of priority. What better way to get new fans onboard?
With an increasing in F1-related content being shared on the platform, it has become one of the go-to places for race highlights, behind the scenes footage, fan edits, and more, providing that connection between fans and drivers.
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Despite all this, and don’t get me wrong, I’m all for brands joining TikTok, it’s kind of what I do IRL, but it does get me questioning the environmental impact.
A couple of years ago, back in 2019, I attended a social media conference in London, where I was first made aware of Formula E during one of the talks.
Formula E is a more sustainable counterpart to Formula 1, featuring electric cars with a net zero carbon footprint. Sustainability is a core component of the championship, with Formula E representatives participating in conversations on climate and sustainability at international events. The championship aims to showcase its leadership in sustainability and zero-emission vehicles.
During the talk, one of London’s leading social media agencies were talking about their success with an influencer campaign, jetting off to racing raising awareness of the sport. Formula E has fast shiny cars too, as well as far away destinations (although not quite as many… may I add) and was the perfect opportunity to point out the positives. Electric cars are better for the environment, Formula E is centred around sustainability, and by bringing influencers onboard you immediately target gen z, who are more environmental conscious than any generation before.
So… with all that in mind, it’s clear that influencer campaigns and social media in general can help reach and engage with younger audiences. And with F1’s drivers getting younger and younger, it seems like the natural next step. Right?
Wrong.
I’m not convinced. As an F1 fan, don’t get me wrong, I’ll happily sit there and watch all the TikToks, watch the Netflix show, and watch the races, however, it is terrible for the environment!
If you’ve seen the order of races throughout the year, the first thing that strikes you is how far apart each race is.
Drivers, along with their team (it’s almost like transporting a mini city each time) will zip across the globe and back to take part in 24 races throughout the season. I did some digging, and in 2020, F1 produced 155,104 tonnes of carbon emissions.
Yikes.
Makes you think doesn’t it. This glossy, high budget sport remains popular despite the environmental impact. Although, F1 is aiming to be carbon neutral by 2030.
Whereas - did you know Formula E, F1’s electric car equivalent has a net zero carbon footprint. There have been big moves in the Formula E world, with Sustainability Director Julia Palle representing the sport’s role in the development of zero emission vehicles.
As a championship that has sustainability at its core, its message, it is very important for us to be present at international events like COP27 that lead the conversation on climate and sustainability … We want to be a part of those conversations and showcase the leadership that we have – we’re pioneers in the way we’ve mixed sustainability and sport from the very beginning.” Julie Palle, Formula E
What does all of this mean?
TikTok is here to stay (obviously) and I’ll be checking in mid & post season to see what’s happened in terms of drivers and teams using TikTok, and what the content looks like. People won’t stop liking it overnight, even though there is a more sustainable alternative, but I do think teams could showcase their esg initiatives more, alongside the glossy showreels from each race. Get a gen z in front of the camera talking through it. Engage in the conversation. Don’t bury it on your corporate website… no one looks there!
Mind the gap
Now I’ve given you plenty to mull over, I present part 2 of the newsletter. Things are about to get a lot more tube-related. Yes, I will be using tube related headings for the rest of the read. Embrace it.
Introducing… my other obsession. Yes, I have lots, as you’re going to learn over the coming months. Notion. Hi. Hello. Best tool ever.
I present to you, my wellbeing dashboard:
I use this literally every day. At work. At home. I keep track of what makes me tick and what’s left me in a grump. Use it to give yourself regular checkins however often you want, and identify patterns in your life.
Do it!
Please mind the closing doors
As the very first edition comes to a close, it’s time to present you with one of my favourite tube facts. It’s short and sweet - well actually it’s 200ft long - but it’s something I used to think about every day on my morning commute.
Angel tube station has the longest escalator on the entire tube network at 200ft long! It’s great if you want to get a mini workout in as you exit the station.
I was also recently made aware that there is a Wordle for the tube map? Incredible. Then I googled it and found that there are actually three variations of it! Ccccrazy. I’ll be playing them all, obviously.
(Roundle gets bonus points from me because it has the best name IMO)
This train is ready to depart
A whopping 1,559 words later, we’ve reached the end of line 😉
Before I leave you for another month, here are some social tidbits I’ve found interesting over the last month:
Deep Dive: Gen Z x Formula 1: match made in heaven - Digital Native
Dumb and shameful until it's not - Garbage Day
All About B2B Social Strategy - Link In Bio
Thanks for reading my first post. BYE!
R x