Gen Alphas are suffering from elevated rates of climate anxiety. As they grow frustrated by government inaction, many are keen to take matters into their own hands. How can brands and businesses acknowledge tweens’ climate concerns and help them take action against their anxieties?

Gen Z activists in Montana have won a legal case that saw them argue the state had violated their constitutional right to a clean environment. The ruling showcases growing attitudes that have younger generations more and more willing to call out authority figures in the face of global crisis.

A survey has found that climate fears are stopping people from having children. With many Gen Yers and Zers already delaying traditional milestones due to economic challenges, there are opportunities for brands to acknowledge and normalize a broader range of life paths and family units.