¹Faculty of Art and Design, Universitas Sebelas Maret, Indonesia

Email: ariefiman@staff.uns.ac.id

Many new media were introduced to increase public awareness of the importance of understanding environmental issues. Animation as a medium of communication has the ability to persuade and express many things that other mass communication media cannot do. Generation Z is a productive age that also holds the key in determining environmental sustainability in the future. This study tries to explore the preferences of Generation Z on the choice of visual animation style as a medium for promoting environmental sustainability on the YouTube platform. By conducting a survey on 100 Generation Z in Surakarta City, Indonesia, this study found that the visual aspect and the content aspect are the factors that determine the preferences of Generation Z to watch environmental animation films. This study also found the interest of Generation Z on the issues of global warming and climate change.