Prince William on Why His Kids Make 2030 Feel ‘Very Real’ in Major Earthshot Announcement

Prince William is reflecting on fatherhood — and the future of the planet.

Marking the halfway point in his ambitious mission to drive innovative solutions to the world’s most urgent environmental challenges, the Prince of Wales, 43, spoke about how quickly his children — Prince George, 12, Princess Charlotte, 10, and Prince Louis, 7 — are growing up, and why that makes the fight against climate change more urgent than ever.

“Now, more than ever, is the time to fix the planet,” William said as he looked ahead to the fifth Earthshot Prize, which will take place in Rio de Janeiro on Nov. 5.

In a short film shared on his social media channels on Oct. 4, William sits beneath an oak tree near his Windsor home — the same tree where he reflected five years ago, when he launched the $64.54 million-dollar prize (to be released over a decade).

“I sat under this oak tree five years ago, soon after we launched The Earthshot Prize. The planet, the only home we have, needed our help, as scientists made it clear that we had to make significant changes by 2030,” he says in the video.

“Back then, a decade felt a long time. George was seven, Charlotte five and Louis two; the thought of them in 2030 felt a lifetime away,” he adds. “But today, as we stand halfway through this critical decade, 2030 feels very real.”

“The Earthshot Prize was founded because this decade matters,” he continues. “2030 is a threshold by which future generations will judge us; it is the point at which our actions, or lack of them, will have shaped forever the trajectory of our planet.”

The Rio de Janeiro ceremony will showcase five winners across five categories, chosen from a global field of inspiring innovators. A star-studded lineup is set to join William in celebrating what his spokesman calls a “truly inspiring week.”

For the Prince of Wales, the finalists themselves are proof of hope.

“It is impossible to hear these finalists’ stories, to see the impact they are already having and not feel encouraged by their energy and momentum,” he says.

“For me, it is that urgent optimism that has been at the heart of this Prize from the beginning. And it feels unstoppable,” William says in the film. “The people behind these projects are heroes of our time, so let us back them. Because, if we do, we can make the world cleaner, safer and full of opportunity — not only for future generations, but for the lives we want to lead now.”

Jason Knauf, CEO of the Earthshot Prize, underscores that message. “Earthshot was founded because we are in a decisive moment. it’s a ten-year window of opportunity where our actions today will shape life on Earth for generations to come,” he explains.

“The Earthshot Prize was also founded because Prince William believes that this decade can be a great human success story,” he adds. “That with urgency and optimism we can make these years count. Today as we stand at the half way mark of our mission, our work feels more important than ever.”

“And we continue to be driven by the belief that the solutions already exist, we just need to identify, celebrate and back them. Today that’s exactly what we’re doing.”

He adds, “The 15 finalists we are about to present alongside the amazing 60 before them are showing the world what’s possible.”

Launched in 2020 and inspired by President John F. Kennedy’s Moonshot to land astronauts on the moon, the Earthshot Prize was created to “ignite a decade of urgent action, innovation and global collaboration to repair and regenerate our planet,” a spokesman adds.

This year’s finalists highlight how bold ideas can transform industries and communities across the globe.

In Australia, one project is turning an ordinary skyscraper into an upcycled tower of the future. In West Virginia, Form Energy is harnessing rust itself to unlock a new way of storing renewable power. Based in the former steel town of Weirton, the company’s iron-based batteries are cheaper and more abundant than lithium alternatives — and could spark a revolution in clean energy. The factory has already created some 400 jobs, retraining former steelworkers from the steel industry.

In the U.K., Matter is tackling the invisible threat of microplastics from clothing. Their technology filters tiny fibers out of laundry wastewater before they reach rivers and oceans. The company hopes to install enough filters to capture 15,000 tonnes of microplastics — protecting ecosystems and the food chain.

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Meanwhile in Lagos, Africa’s largest and most influential fashion week is rewriting the runway rulebook. Designers must now prove their collections are created with sustainable practices at the core, putting climate responsibility at the center of one of the world’s most dynamic style capitals.

See the full list of finalists here.

This year’s ceremony in Rio de Janeiro brings the Earthshot Prize to South America for the first time — the fifth continent to host the awards in just five years.

The global journey began in London, followed by stops in Boston and Singapore. Last year, Cape Town made history as the first African city to host the event.

William spoke about how he was looking forward to Rio when he took part in a Climate Action Week event in London in June. “It means a lot of jet lag,” William quipped when asked what it meant. “I’m thrilled. I’ve not been to Brazil, but I’m not doing this just because I’ve not been. From a personal point of view, I’ve always wanted to get to South America, particularly to Brazil. So I’m personally very excited about going down there.”

Last year’s ceremony and surrounding events took place in Cape Town, where William joined broadcaster — and current Dancing with the Stars contestant — Robert Irwin on a nature walk to spotlight biodiversity.

Rio was a strategic choice for this year’s awards, timed to coincide with the 2025 UN Climate Change Conference (COP30). William is also expected to play a role at the landmark summit.