Children are well versed in the problems facing the planet, but far from being overwhelmed or depressed, they are keen to discover how they, and their decisions, can help make a positive difference, and they are proud of the choices they make.

Why it matters

Children see solving big world problems as everyone’s challenge – including businesses – and “pester power” means they can influence purchase decisions in their families and schools in favour of more sustainable options.

Takeaways