A Qualitative Inquiry into Malaysian and Bruneian Youths’ Knowledge of Orangutan and Digital Solutions for Their Conservation Efforts

Abstract

Previous research on youth related conservation activities distinct that their attention is often focused toward viral and visually engaging content, regardless of the issue, posing a challenge for traditional conservation communication.  This study investigates how Malaysian and Bruneian youth perceive Orangutan conservation, drawing on qualitative insights from focus group discussions with 13 participants, purposively sampled with criteria including interest in environmental issues and activities. Thematic analysis was used where it revealed that participants, aged between 20 and 22, were generally aware of the decline in Orangutan populations, however, they had limited knowledge of specific conservation initiatives. Many felt that current efforts still lack visibility, impact, and connection with young audiences. Participants also highlighted shortcomings in communication strategies, such as ineffectiveness of using digital platforms and social media, which they viewed as critical for effective outreach. They stressed the need for youth-focused, visually engaging content that aligns with their media habits and interests. Overall, the study shows the importance of integrating youth perspectives into conservation strategies and suggests that adopting more dynamic, technology-driven approaches could help close the awareness gap and encourage stronger youth participation in Orangutan conservation.