THE UTILIZATION OF SOCIAL MEDIA BY GENERATION Z IN BUILDING A SUSTAINABLE CREATIVE ECONOMY IN MANADO

Abstract

This paper explores the utilization of social media by Generation Z in Manado as a catalyst for building a sustainable creative economy amid growing global uncertainties. As digital natives, Gen Z has demonstrated a strong affinity for digital platforms, particularly social media, which not only serve as tools for communication and self-expression but also as strategic instruments for economic innovation and entrepreneurship. By leveraging social media, young entrepreneurs in Manado are creating new economic opportunities, promoting local culture, and developing environmentally conscious business models aligned with the principles of the green economy.  The study analyzes how sustainable business practices and social media-driven digital ecosystems intersect to foster economic resilience. In particular, it examines how Gen Z’s entrepreneurial initiatives contribute to green economic transitions through low-carbon digital products, ethical consumption campaigns, and eco-conscious branding thereby reducing environmental impact while boosting inclusive growth. Furthermore, the paper investigates the role of policy innovation in facilitating this transition, highlighting the need for adaptive, science-based policies that support digital entrepreneurship, environmental sustainability, and inclusive economic frameworks. This study identifies best practices and models of sustainability that can be replicated or scaled. The findings aim to generate actionable, research-based recommendations for integrating sustainable business strategies into local development plans and national policy agendas. This paper contributes to enhancing awareness, understanding, and the capacity of academics, practitioners, and policymakers to address global economic challenges through sustainable, innovative, and science-based approaches. It emphasizes the importance of collaborative action between the digital generation and institutional stakeholders in accelerating the transition toward a resilient green economy.