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For kids today, there is nothing more important than sustainability and Climate Change – and sadly they believe it’s up to them to do something about it.

As Director of Insight at Beano Studios, I speak to kids every day and they have genuine and informed fears about the future of the planet.

Today’s passionate young people are not just passively accepting of a future with the planet at risk. Following the lead of Greta Thunberg, they will hit the streets and take action.

We are seeing a new generation of activists who are willing to take it upon themselves to make a positive change. 61% of the kids we asked, regularly worried about the climate crisis and believe that it is up to them to make a difference, not adults, government or big business.

Through our groundbreaking research with ‘Gen Alpha’ (kids born since 2010), we found that they want their own voice, both at home and in the wider world. Gen Alpha are the ones looking to show adults the way when it comes to making a difference. They don’t want more animals to become extinct, or litter to clog our streets. They’re passionate about cutting carbon emissions by reducing the number of cars on the road and they won’t stand for lies from those in power.

At Beano Studios, we’re also committed to playing our part and doing more to protect the planet’s future. For us, that starts with listening to the views of kids – our audience and the voices that matter most in this conversation.

Helenor Gilmour, Director of Insight, Beano Studios

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