Prince William is set to amplify climate action efforts by spearheading a powerful coalition of celebrities, supermodels, and business leaders this week. The Prince of Wales will be accompanied by renowned singers Kylie Minogue and Shawn Mendes on Wednesday as his $100 million Earthshot Prize hosts its annual awards ceremony in Brazil, showcasing the monarchy’s soft power.
The event, taking place in Rio de Janeiro, aims to advance the global conversation on carbon emissions, strategically timed as international leaders gather in Brazil for the United Nations summit on carbon targets. The summit, however, faces challenges in securing an ambitious agreement, with the absence of senior U.S. officials and the European Union grappling with internal disputes over emission reductions by 2040.
Uniting Voices for Climate Action
Amid these divides, Prince William has rallied a diverse group of influential supporters for his Earthshot initiative, lending their voices to the urgent call for climate action. This coalition includes actor Cate Blanchett, broadcaster David Attenborough, former New Zealand Prime Minister Jacinda Ardern, and Brazilian supermodel Gisele Bündchen. By attending the UN summit, known as COP30, in Belém, Prince William continues his father’s legacy of advocating for increased climate ambition.
King Charles, as the Prince of Wales in 2021, urged leaders to adopt a “war-like footing” to combat environmental challenges during his speech at the UN gathering in Glasgow.
“With a growing global population creating ever-increasing demand on the planet’s finite resources, we have to reduce emissions urgently and take action to tackle the carbon already in the atmosphere, including from coal-fired power stations,”
Charles stated at the time.
Leveraging Star Power
This year, Prince William is leveraging star power to encourage global leaders toward decisive action.
“By hosting the prize in Brazil, we’re shining a light on the solutions emerging from this part of the world and drawing global attention to the urgency and opportunity of climate action,”
he told Hello! magazine. The prince’s comments were prominently featured on the cover of Hello!’s special “green” issue, underscoring the royal family’s ability to reach millions through mainstream media.
Prince William expressed personal motivations for his environmental advocacy, stating,
“As a father, I think constantly about the world my children will inherit. I want them to grow up surrounded by nature, opportunity, and a sense of hope about the future. But I also know that unless we act boldly now, that future is at risk.”
Engaging with the Next Generation
Arriving in Brazil ahead of the awards, Prince William engaged with participants in the Generation Earthshot program, which encourages students and teachers to explore solutions for planetary repair. He also took time to play beach volleyball and football with local children, highlighting his commitment to involving younger generations in environmental efforts.
The Earthshot Prize, established as a non-profit entity, focuses on annual awards rather than direct policy advocacy. However, it boasts significant financial backing and influential directors. Established by Prince William and Princess Catherine five years ago as part of their Royal Foundation, the prize supports causes like childhood development, mental health, and conservation.
Financial and Leadership Support
The Earthshot Prize’s £50 million ($100 million) funding comes from over 20 companies and foundations, including the Aga Khan Development Network, the Bezos Earth Fund, Bloomberg Philanthropies, and others. The trustees are led by Christiana Figueres, former executive secretary of the UN agency responsible for the annual climate summit. Jacinda Ardern serves as a trustee alongside global business and policy leaders.
The prize council, responsible for selecting award recipients, includes notable figures such as David Attenborough, Cate Blanchett, and Gisele Bündchen, as well as Indra Nooyi, former CEO of PepsiCo, and Ngozi Okonjo-Iweala, director-general of the World Trade Organization.
Leadership and Vision
Behind the scenes, Jason Knauf, who previously worked in the royal household and led the Royal Foundation, serves as the Earthshot chief executive. Educated in New Zealand, Knauf began his career advising former Prime Minister Helen Clark.
This year’s 15 finalists include projects aimed at preventing deforestation, developing new methods for renewable energy storage, and minimizing electronic waste. These initiatives reflect the Earthshot Prize’s mission to identify and support innovative solutions to critical environmental challenges.
As Prince William and his coalition of supporters gather in Brazil, the event underscores the potential of combining celebrity influence with strategic advocacy to drive meaningful climate action. The Earthshot Prize continues to inspire and mobilize efforts to secure a sustainable future for generations to come.
