Who says memes are just for laughs? A group of Bruneian university students is showing that social media can do more than entertain – it can educate too.

With TikTok and Instagram now part of everyday life, these students are using trending formats to put sustainability on the radar of Gen Zs and Gen Alphas.

Meet Green Space – a student-led social media initiative born out of the 2nd SDG Youth Dialogue, a conference that encouraged young Bruneians to develop projects aligned with the United Nations Sustainable Development Goals (SDGs).

Backed by Bank Islam Brunei Darussalam, the team set out to tackle SDG 12: Responsible Consumption and Production, using what they know best – content creation.

From light-hearted skits about why walking on campus beats driving, to clips showing how to cut down on water use during ablution, the group delivers serious messages in a way that’s both relatable and fun. Their target audience? The younger generation – those growing up in a digital world – because, as the team puts it, “they are the future of our country”.

Through Green Space, they post creative skits, infographics and interviews with local businesses that are championing sustainability. They even involved the public, giving everyday voices a platform to share sustainable habits and ideas.

For these students, sustainability isn’t just a modern trend – it’s a mindset.

“It’s about using something in a way that it can still be used in the future – like not overusing oil in Brunei. If we keep using it up, there’ll be less for the future, and fewer resources to rely on,” explained Muhammad Fa’eq Iqbal, a Bachelor of Health Science student majoring in Medicine.

By meeting their generation where they’re already scrolling, Green Space is making sustainability not just accessible, but aspirational.

However, despite growing awareness, there is still a common barrier, shared the 19-year-old.

“People care, but they don’t know where to start. That’s the gap we’re trying to bridge.”

As students, their approach to sustainability is simple: start small. Whether it’s bringing a tote bag, carrying a reusable water bottle or making coffee at home instead of buying three plastic-packaged cups a day – these are the kind of relatable habits they hope to inspire in their peers. Tangible, doable and ready to adopt right away.

Another member Ahmad Alwi Abdul Fattah, a Biology major, shared that the group’s content is designed to strike a balance between entertainment and education.

“Even when we follow trends, our content still delivers the core message. We’ve made videos on simple actions – like using less water or reducing electricity use.”

But they’re not just putting ideas out there – they’re living them too. By leading through example, the group hopes to get their peers thinking more critically about sustainability, from everyday habits to broader lifestyle choices like thrifting and the impact of fast fashion.

They’re also encouraging a shift in how young Bruneians think about mobility. “Most people on campus drive (from class to class),” Ahmad added.

“So I encourage friends to walk with me. It’s better for our health – and it cuts our carbon footprint. We’re burning calories and helping the planet at the same time.”

Their initiative, began as a platform to help those curious about sustainable living take that first step – from interest to action.

The goal is to make sustainability feel accessible and actionable. But before any action can take root, there’s one critical element that must be revisited time and again: awareness.

“Before actions can happen, people need to understand what sustainability is,” said Brian Hoh Hern Ee, 19, a Medicine student involved in the effort.

“There’s awareness, sure – but not much understanding of how to apply it in daily life. That’s where we come in.” With short attention spans in mind, the team focuses on delivering knowledge in small, engaging doses. “We try to make it fun and digestible,” Brian explained.

To keep their audience involved, they run weekly social media quizzes and collaborate with local sustainable businesses – including a rainwater harvesting company and a recycled toilet paper brand.

“We want to shine a light on these businesses and show that sustainability isn’t just a theory – it’s happening here in Brunei.”

Their field visits – such as a trip to the Sungai Paku landfill – left a lasting impression, strengthening their resolve to push their message even further.

“Seeing where all our waste ends up made it real,” Brian recalled. “It’s not just about refusing plastic bags. We need to think bigger.”

Despite their momentum, the team acknowledges the challenges ahead, highlighting the need for greater focus on SDG 12.

“(From what we have learned) SDG 12 isn’t progressing (as it should) – it’s actually regressing,” Brian explained.

“As students, there’s only so much we can do. But we hope our efforts reach the right people and perhaps even inspire policy change.

“Going viral can help amplify the message.”

They believe that stronger public engagement and better incentives for recycling are key to moving things in the right direction.

For now, though, they’re doing what they can – one meme, one skit, and one reusable water bottle at a time. – Wardi Wasil