A prepper mentality is no longer for the survivalist few; economic and climate instability mean 29% of US adults now identify as such, led by Gen Z (see Key Stats). This ready-for-anything appetite brings opportunities to connect via experiences, services and content – from in-store extreme-weather-simulating labs, to culinary, home and gardening influencers handling adversity by advocating adventure, creativity, and a growth mindset.

Globally, 25% of people believe climate change is now beyond our control (Ipsos, 2024), clarifying the urgency for pop cultural and/or brand storytelling suggesting otherwise. Dovetailing with the prepper lens of section #1, we detail the new games, books and magazines – many of which harness #hopecore (content centring big-picture positivity and daily optimism without disregarding reality) – seeking to help regulate climate-shift-panicked emotions.

Faced with radically changed and increasingly erratic weather phenomena, AI-powered apps and e-commerce capable of speedily synthesising reams of information (weather data, availability of foodstuffs, medical needs, skincare or dietary requirements) to guide people individually are likely to skyrocket. Dot-joining, predictive and prescriptive, causal AI (which transcends the more linear ‘question + response’ of generative AI) will drive this.

From e-commerce sites to ad campaigns, the language attached to these new climate-attuned products and services will make or break brand-fan connections, and ensure messaging stays on the right side of sustainability-centricity. We unpack some key ways to relay the practical benefits of these new brand propositions while still upholding a vital planet-positive directive.