The Prince of Wales has expressed pride and renewed hope as the 2025 Earthshot Prize finalists are announced ahead of the first-ever ceremony in Rio de Janeiro, emphasising the critical decade to repair the planet with innovative solutions.
The Prince of Wales, William, has expressed profound pride and a renewed sense of “urgent optimism” as the 2025 finalists of the Earthshot Prize were announced, marking the halfway point of the decade-long mission to repair the planet. Founded in 2020, the Earthshot Prize recognises pioneering environmental solutions across various sectors and geographies, awarding five winners £1 million each to advance their initiatives. The fifth awards ceremony will be held in Rio de Janeiro, Brazil, on November 5, underscoring the global reach and significance of the prize.
William, who will attend the ceremony in person, reflected on the swift passage of time since the prize’s inception, noting how 2030—a pivotal year for global environmental goals—now feels imminent. In a video message, he pointed to the critical importance of this decade, framing 2030 as a threshold where future generations will judge current actions or inactions that shape the planet’s trajectory. Highlighting the ongoing environmental targets, he referenced ambitions such as protecting 30% of the world’s land and sea by 2030. William articulated a deep admiration for the 60 existing finalists whose innovations are already making tangible impacts, emphasising the prize’s underlying spirit of “unstoppable urgent optimism.” He called on global support for these innovators, describing them as “heroes of our time,” capable of shaping a cleaner, safer, and more opportunity-rich world.
Among the 15 finalists this year is the British company Matter, based in Bristol, which develops simple washing machine filters designed to capture microplastics—the major source of ocean pollution. Matter’s founder and CEO, Adam Root, compared being named an Earthshot finalist to “winning an Olympic gold medal in innovation,” highlighting the platform’s potential to connect with global companies and scale his solution through large supply chains. Adding to the emphasis on groundbreaking approaches, Cate Blanchett, an Earthshot Prize council member and acclaimed actress, remarked on how the prize has transformed her understanding of optimism over five years. She praised how entire categories of finalists challenge prevailing consumer behaviours—from fashion and electronics to forest conservation and laundry practices—with the potential to redefine these industries by 2030.
The 2025 Earthshot Prize ceremony will be the first held in Latin America, hosted at Rio de Janeiro’s iconic Museum of Tomorrow. This choice reflects Brazil’s critical role in global environmental efforts, particularly as the country prepares to host the UN climate summit COP30, and signals the prize’s growing international footprint. Brazilian television personality Luciano Huck, known for his commitment to social and environmental causes, will host the event. The gathering will bring together innovators, investors, philanthropists, and environmental leaders in a celebration and support of transformative environmental solutions.
Since its launch, Earthshot Prize ceremonies have been held in cities including London, Boston, Singapore, and Cape Town, each event amplifying the global environmental discourse. William’s ongoing dedication, combined with a network of high-profile supporters and partners, underscores the prize’s ambition to foster action and optimism amidst the climate crisis. The event positions Brazil as a focal point in the movement, reinforcing the urgency and potential within this critical decade to define a more sustainable and flourishing future.
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Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative is recent, published on October 4, 2025. The announcement of the 2025 Earthshot Prize finalists is a new development, with no prior reports found. The event is scheduled for November 5, 2025, in Rio de Janeiro. The report includes direct quotes from Prince William and other individuals, indicating original content. The presence of multiple references to the same event across reputable outlets suggests freshness. ([itv.com](https://www.itv.com/news/2025-10-04/prince-william-deeply-proud-as-earthshot-finalists-announced?utm_source=openai))
Quotes check
Score:
9
Notes:
The direct quotes from Prince William and other individuals are unique to this report, with no earlier matches found. This suggests original or exclusive content. The wording of the quotes is consistent across sources, indicating authenticity. ([itv.com](https://www.itv.com/news/2025-10-04/prince-william-deeply-proud-as-earthshot-finalists-announced?utm_source=openai))
Source reliability
Score:
8
Notes:
The narrative originates from The Irish News, a reputable UK-based news outlet. The report is corroborated by other reputable sources, including ITV News and Reuters, enhancing its credibility. ([itv.com](https://www.itv.com/news/2025-10-04/prince-william-deeply-proud-as-earthshot-finalists-announced?utm_source=openai))
Plausability check
Score:
9
Notes:
The claims about the Earthshot Prize finalists and the upcoming ceremony in Rio de Janeiro are consistent with information from other reputable sources. The details about the event’s location, date, and participants align with previous announcements. The language and tone are appropriate for the subject matter and region. ([itv.com](https://www.itv.com/news/2025-10-04/prince-william-deeply-proud-as-earthshot-finalists-announced?utm_source=openai))
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is recent and original, with direct quotes unique to this report. It originates from a reputable source and is corroborated by other credible outlets. The claims are plausible and consistent with information from other reputable sources. The language and tone are appropriate for the subject matter and region. Therefore, the overall assessment is a PASS with high confidence.
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