Given the technological prowess of today’s youth and their passion for environmentalism, it was only a matter of time before kids started pressuring companies directly to change their dirty, earth-harming ways. That combination of gumption, cuteness, and ability to enmass an audience spells big trouble for companies that don’t pay attention.

At Sustainable Brands 2012, Andrew Winston took to the stage to discuss the New Shape of Leadership. One of the issues that is facing all companies is increasing pressure from consumers – most notably, the young ones.

Just take a look at this campaign against Crayola on change.org:

The kids aren’t just complaining, they are making concrete requests. Says Zachary, age 9 “I love your markers, but I’d like to tell you it’s polluting. So can I please send some of your markers back? I love your product, but hate pollution.”

Not only are kids asking for change – they’ve got numbers to back them up. The change.org petition has receive over 76,000 signatures

Winston was quick to point out that this issue is not unique to Crayola, “Every company has an issue like this that a 9 year old is going to bring to their attention.”

(Original article by Jen Boynton. Continue reading here.)

Originally published on Triple Pundit, republished with kind permission.