British Columbia launches tool to rate nature in media

Super, Natural British Columbia has introduced The Nature Rating, a digital tool that evaluates the presence of nature in films, music, books and television. Developed with creative agency Zulu Alpha Kilo, the initiative is part of the brand’s global relaunch and aims to encourage people to bring more nature into their lives, starting with their media choices.

Maya Lange, Vice President, Global Marketing for Super, Natural British Columbia: “Our mission is to bring people and nature closer together, and The Nature Rating is one way we can contribute to that goal. In a world where people are increasingly disconnected from the outdoors, we want to spark reflection and inspire more time spent experiencing nature firsthand.”

The tool builds on research by social psychologists Dr. Pelin Kesebir and Dr. Selin Kesebir, who found that references to nature in popular culture have steadily declined since the 1950s. To explore the issue further, Super, Natural British Columbia surveyed 4,000 adults in the U.S. and U.K.

Findings revealed that younger generations report weaker connections to nature than older groups. Almost half of Gen Z respondents (44 percent) and over a third of millennials (36 percent) feel disengaged from the outdoors. Two-thirds of Gen Z (67 percent) and more than half of millennials (57 percent) admitted they sometimes go days without stepping outside.

Parents also see a shift: 43 percent said their children spend less time outdoors than they did at the same age, averaging under one hour a day. While 30 percent of respondents felt there is a nature deficit in the media they consume, nearly half (47 percent) said depictions of the outdoors inspire them to spend more time outside—a figure that rises to 70 percent among Gen Z.

The Nature Rating uses artificial intelligence and natural language processing to scan media titles for more than 270 nature-related keywords. By analyzing themes, plots and lyrics, it assigns each title a score out of ten. Users can then discover recommendations with higher ratings and receive suggestions for simple ways to engage with nature in daily life.

Dean Lee, Executive Creative Director, Zulu Alpha Kilo, Vancouver: “The core idea is that if you start seeing more nature in pop culture, you’ll be inspired to start seeking it out in your daily life. Because when we connect with nature, we see it for more than its beauty. We see how important it is to our health and happiness, and how essential it is to protect.”

Alongside the tool, Super, Natural British Columbia has launched a global campaign titled Let The Outside In. Running across the U.S. and U.K., the campaign film contrasts screen-dominated lifestyles with British Columbia’s landscapes, waterfalls, mountains and wildlife.

The film positions the province as a destination where travellers can reconnect with nature and closes with the invitation to Let the Outside In, reinforcing the brand’s mission to inspire people to welcome the natural world back into their lives.

www.supernaturalbc.com

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