SOCIAL MEDIA - HOW, WITH THE HELP OF THE ONLINE TOOLS, THE ECOCOLIGAL PROBLEMS COULD BE SOLVED IN THE OFFLINE ENVIRONMENT

In recent years, social media has become a unique tool not only for the effective communication of eco-friendly products but also the tool that serves as a fundamental pillar in the long-term public opinion formation, increasing awareness of environmental and ecological education, that could positively impact the offline environment. The offered paper tries to show the power of social media, especially in the context of environmental problems. At the same time, the author illustrates the results of the conducted research with the help of Generation Y's example. Based on the results of the research, Generation Y is the one most using social media, but not always for fun, exchange of personal views, thoughts or approaches with other users. On the other side, it is essential to think of the attention that should be paid to the product producers and service providers themselves, even though their policy may aim to increase awareness on mindless consumerism and recycling. In cases when we know the location and needs of our target audience, it is important to effectively combine entertainment with the less expected education.