Social Networks from a Different Eco-Angle

Photo: courtesy of Milice Adamović

Countless novelties are met with not-so-good opinions. An effective example of this is social networks where people post inappropriate and hateful words, accompanied by unpleasant visual covers, which worryingly leads us to the question – is this really a reflection of our society? The girl who, presenting her biography, wrote in the first sentence, “Milica Adamović: Lives, works and tries to breathe in Belgrade”, is an inspiration to many in terms of perceiving the world around us differently and taking bad things from our environment to reshape them and give them a better value.

She graduated with her master’s degree from the Faculty of Biology, majoring in ecology and environmental protection. This gave Milica the knowledge she could further develop and donate to science, thanks to her love for this field. However, as she says, she realized that her field of interest was not science, no matter how much she loved it. This led her down a different path, at the beginning of which she embarked on research about environmental communication. After completing the relevant course, she realized that this was a field in which she could apply her love for science and knowledge to inform the wider public.

“In my opinion, environmental problems were communicated aggressively, which gave birth to the desire to reframe this and show it through a different filter. I wanted to simplify science for people and present problems and solutions to them. In a way that is more pleasing to me and will also suit a certain target group“, Milica explains.

While social media are brimming with content that does not always provide proper direction to the young generation and even the entire society, Milica brought something new to social networks. As she explained, social media offers the possibility of getting closer to people you wouldn’t otherwise have the opportunity to meet.


“They allow people to feel as if they are not alone. For instance, until recently, I was the only vegan in my environment. Thanks to social networks, I now know at least 30 other vegans, and I feel like a part of that community, which, at the end of the day, is the most important thing for people, i.e. to have a sense of where they belong“, she adds.

Photo: courtesy of Milice Adamović

The content she creates covers environmental topics, including capitalism, sustainable fashion, energy efficiency, veganism, environmental justice, a fair green transition, greenwashing and eco-anxiety and the importance of taking care of one’s mental health in the age of climate crisis. She also likes to share the latest good news from Serbia, the region and the world with her followers. Milica tries to identify the problem that a certain target group has and then offers solutions in an interesting way through practical advice or humorous content. Although every topic arouses interest, Milica’s SHASHAVA KELERABA Shashava Keleraba (in English, The Silly Kohlrabi) is Milica’s nickname from student trips. “I have a friend who liked to spice up every Charades game by linking things nobody in their right mind would like to certain words. One of those things was silly kohlrabi. My colleagues and I each chose our own nickname. They all outgrew theirs; I kept mine,“ explained Milica. experience has shown that people react best to topics of greenwashing and its recognition by certain companies.

“Also, recycling is one of the burning topics, but I don’t focus on it that much because prevention is more important, that is, doing things in a way that we don’t have to resort to recycling or throwing something away. Recycling is the easiest step (if we can call it that), and if we want to go above that, there are so many stairs we need to climb. My goal is to make it as easy as possible for people to walk up the higher stairs“, says Milica.

The majority of her audience is women (82.4 per cent), who are in her age group (25–34). As she explained, they are mostly environmentally conscious, regardless of the economic branch they work in, from dentists to bank managers.

Prepared by: Katarina Vuinac

Read the story in the new issue of the Energy portal Magazine RESPONSIBLE BUSINESS