New ‘Nature Rating’ Tool Aims to Tackle Growing Nature Deficit

Today’s modern world is facing what researchers call a “nature deficit,” with nearly two-thirds of Gen Z reporting they can go days without stepping outside. To help address this issue, Super Natural British Columbia has introduced a new resource called the Nature Rating.

The tool is designed to show how much nature appears in the media people consume, from books and music to movies and TV shows. By highlighting that connection, the creators hope to inspire more people to get outdoors.

Vanessa O’Brien, author, explorer, and six-time Guinness World Record holder, shared insights on the project. “The new research showed that there’s a nature deficit today versus in previous years where there is not enough nature in the content that we consume,” O’Brien explained. “The Nature Rating tool allows us to put in the media we’re watching or listening to and receive a score from 1 to 10 on how much nature it contains.”

According to O’Brien, the tool doesn’t stop at just a score. It also offers alternative recommendations with higher levels of nature content and suggests nearby outdoor activities.

The findings behind the Nature Rating revealed that while many young people spend days without going outside, they are inspired by nature when they see it in media. “That’s a wow to me and a missed opportunity,” O’Brien said. “There was a lot of nature-based content when I was growing up. To think that it’s fallen by the wayside is disappointing.”

By linking cultural media to outdoor inspiration, the goal is to reintroduce nature into everyday life. “Ultimately, if we are inspired by the nature we see in content, it will inspire us to seek it out in real life,” O’Brien said.

The tool is free and available online at theNatureRating.com. Users can enter the songs, books, or shows they’re consuming to see how much nature is present and get recommendations for more nature-rich alternatives.

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