The Atlanta-based Weather Channel said it’s committed to tackling climate change with more vigor than it ever has.

In an interview with The Atlanta Journal-Constitution, Nora Zimmett, The Weather Channel’s chief content officer and executive vice president, said they are “doubling down on climate. Climate and weather coverage are completely linked. It’s the most important topic of not just our generation, but generations to come. We have a front seat.”

She said the channel has been addressing the subject for years but not on a regular basis. “We intend to do that now,” she said. “American sentiment only recently caught up with the urgency of the issue. Years ago, our audience didn’t want to hear about it. They are much more interested in it now.”

Zimmett, who joined the station in 2014, said there is a generational shift happening, noting that millennials and Generation Z (those born after 1996) viewers are far more concerned with climate change than baby boomers, reflected in a recent Pew Research survey.

Just as the Pacific Northwest was recently facing a record heat wave, she said, “Our viewers are seeing it on their doorsteps. It’s impacting them in ways never before seen. Industries such as farming are saying they have seen such crazy weather patterns. Many natural disasters are being linked to climate change. The evidence has become overwhelming. Young people are shouting about it on the rooftops.”

Zimmett said coverage will focus on how to make the world better. “We are offering optimistic, positive solutions of how people can make a difference in helping mitigate climate change,” she said. “Our overall tone will set us apart. We’re not giving up. We’re not throwing our arms up and saying all hope is lost. The science has shown that is not the case.”

She said it’s easy for many media outlets to hype fear and “show the globe is burning,” she said. “That’s not the way to inspire or engage viewers.”

The Weather Channel has created an advisory board of outside scientists, doctors and journalists who are helping them come up with fresh ideas on how to cover climate change. They are also planning to do more pieces on environmental justice and profile people of color and unsung heroes making a difference. “We’re really taking a look at the entire environment from a science and an activism perspective,” she said.