The Big Issue is a brand that focuses on promoting climate justice and creating a more equal world. They offer informative resources and guidance on how to effectively talk about climate justice, especially with young adults in Europe. Their messaging guide and accompanying video provide practical dos and don'ts, phrases, and frames that connect with young adults' concerns and values.

The Big Issue understands that explaining climate justice is crucial because it highlights how climate change disproportionately affects marginalized groups who are least responsible for causing the problem. They emphasize the need to go beyond individual emissions cuts and explore the root causes and drivers of climate change, such as colonial historical responsibility and exploitative systems. The brand encourages the use of language that connects rather than divides, aiming to inspire collective action and system change.

They also focus on highlighting stories of popular struggle and collective action as examples of how change is possible. By providing ideas, inspiration, and infrastructure for building action, The Big Issue empowers young adults to make a difference in creating a more balanced and sustainable world