Change Begins Now

Strategist/Designer: Connor Baird

ASK: Shift new parents mindset on climate change by making it a personal and immediate concern rather than a distant issue.

INSIGHT:

Having children doesn’t automatically make new parents more eco-conscious. While their concern for climate change may grow, it rarely leads to action. Many feel overwhelmed by the crisis or doubt their individual impact.

MARKET ANALYSIS:

A 2022 Stanford survey found that 78% of caregivers worry about climate change’s impact on their children, yet concern rarely translates into action. The "Legacy Hypothesis" assumes parents instinctively adopt sustainable habits, but structural barriers and daily parenting demands often get in the way. This campaign bridges this gap by making sustainability feel immediate and achievable.

IDEA:

Every decision is a chance to build a better future for your child.

Using a fear appeal approach to highlight that climate change directly affects their child’s future, making action as essential as daily parenting choices. Used sparingly, it should be balanced with a positive vision of the future their kids could have.