As part of the company’s recently launched ‘Expecting Generation One’ campaign, the challenges present a fun opportunity for the younger generation to take part in the global movement to achieve carbon neutrality. Social media users will dance and create unique contents on social media channels TikTok, Instagram Reels and YouTube Shorts to remind themselves and others about the importance of carbon neutrality and promote environmentally conscious behaviors needed to achieve it. “Millennials and Gen Z will play a major role in establishing a carbon neutral society so that future generations can thrive,” said Thomas Schemera, Global Chief Marketing Officer and Head of Customer Experience Division of Hyundai Motor Company. “So, we’ve enlisted BTS and social media influencers to create synergy around this important cause.”

The #Move4Gen1 dance challenge turns the idea of ‘carbon neutrality’ into a series of easy-to-follow movements, demonstrated by BTS. The choreography features a ‘+’ representing already generated carbon emissions and a ‘-’ representing reduced carbon emissions that leads to a ‘0’ representing net-zero carbon emissions to achieve carbon neutrality.

In the #Pass2Gen1 challenge, participants will relay messages about what they want to pass on to Generation One, the first generation to live in a carbon neutral era. BTS starts off the relay with ‘clean water’, ‘blue sky’, and ‘starlight, and social media users will be given the opportunity to consider the legacy they would like to leave behind as a responsible present generation.

The ‘Expecting Generation One’ global campaign was launched earlier this month to reinforce Hyundai Motor’s recent declaration to achieve net zero carbon in its products and global operations by 2045 through clean mobility, next-generation platforms and green energy.