The role of new media in advancing SDG awareness in Malaysia: A study of youth engagement

This study examines the role of new media platforms, specifically Instagram, TikTok, and YouTube, in advancing awareness of the Sustainable Development Goals (SDGs) among Malaysian youth. It addresses two key research gaps, which are the lack of empirical evidence on platform-specific impacts in Malaysia and the underexplored relationship between youth content preferences and sustainable behavior change. The study aims to determine the effectiveness of different new media platforms for raising SDG awareness and identify which content elements, such as aesthetics, narrative style, and interactivity, effectively promote behavioral engagement. A mixed-method approach was employed. Quantitative data were gathered from 500 Malaysian youth (aged 18–25) through structured surveys measuring social media usage and SDG awareness. Qualitative data were collected through semistructured interviews with 15 social media influencers and campaigners to explore content strategies and challenges in communicating sustainability topics. Findings indicate that TikTok and Instagram are the most impactful platforms due to their visual storytelling and interactive features. Preferred content formats include short videos, infographics, and interactive challenges, which simplify complex SDG themes and enhance youth engagement. The study also highlights that aligning SDG messaging with trending topics and user-generated content increases visibility and relatability. The findings offer practical insights for NGOs, educators, policymakers, and digital content creators seeking to design effective youth-targeted sustainability campaigns. By contextualizing global messages through locally resonant digital strategies, this study contributes to a broader understanding of how new media can serve as a catalyst for SDG awareness and sustainable behavioral change in Malaysia.