Focus Group Done by RRINOVA

As part of the YOUR RESPONSE (Erasmus+ KA210-YOU) project, RRINOVA OÜ (Estonia) successfully organised two focus group sessions to better understand how young people and youth workers relate to sustainable consumption, media influence, and green behaviour.

In total:

• 2 focus group sessions

• 5 youth workers working with disadvantaged young people in sustainability and green thinking

• 5 disadvantaged youth learners participated and shared their views

These sessions provided meaningful insights that will shape the project’s educational tools, digital platform and gamified learning materials.

YOUR RESPONSE aims to help young people make conscious, ethical and informed consumption choices — not by telling them what to do, but by empowering them to think critically and act responsibly.

The focus group sessions created a safe space to:

• Understand challenges young people face in adopting sustainable habits

• Explore how influencers, media and marketing affect their choices

• Gather practical ideas for tools that truly work with disadvantaged youth

Key Topics Discussed

1. Most Relevant Sustainability Topics for Youth

• Waste sorting & recycling (“many don’t know what happens after the recycling bin”)

• Sustainable fashion – thrift shops, clothing swaps, DIY upcycling

• Food waste, local food choices and affordability

• Environmental impact of digital consumption (e-waste, streaming, fast tech)

• Critical thinking about marketing, influencers and greenwashing

2. Knowledge & Skills Gaps Among Youth

• Limited understanding of how personal actions impact the planet

• Lack of practical skills — repairing, reusing, budgeting

• Easily influenced by trends and “eco” marketing without questioning credibility

• Motivation drops quickly without visible results or encouragement

3. Connecting Youth with EU and National Policies

• Policies like the EU Green Deal feel abstract and “far away”

• Need clear, simple explanations with local examples

• Youth aren’t aware they can join climate groups, youth councils or consultations

• Using visuals, short videos, local role models and interactive workshops is preferred

What the Youth Shared

Values & Priorities

• Top priorities: financial stability and personal wellbeing

• Sustainability is “important, but not urgent”

• “If you don’t have money, you can’t always afford to think green.”

Daily Choices & Behaviour

• Convenience and price often win over sustainability

• They would choose greener options if they were cheaper or easier

• Sustainable behaviour works best when it is fun, social, or saves money

Awareness of Green Policies & Greenwashing

• Most heard of the EU Green Deal but couldn’t explain it

• Recognise greenwashing from repeated “eco” language with no proof

• Want short, visual and simple explanations of green policies

Digital Habits & Environment

• Screen time: 4–8 hours a day (TikTok, YouTube, streaming, gaming)

• Little awareness that digital activities have an environmental impact

• Surprised to learn about data centre electricity use and e-waste

• Open to change if it is gamified, social, or shows personal benefit (focus, time, rewards)

What Comes Next?

Insights from both sessions will directly help in creating:
✔ A gamified booklet on responsible consumption
✔ An interactive digital learning platform for youth and educators
✔ Workshops and training across Estonia, Portugal and Croatia
✔ Tools to make sustainability simple, relatable and fun