The TAG Movement
Working to build a world where kids can be kids, TAG turns research into action to protect modern childhood.
Who they are.
The TAG Movement is working to build a world where kids can be kids. Co-founded by Jonathan Haidt and Alexa Arnold, TAG grew out of the ideas and research behind The Anxious Generation and The Amazing Generation. Today, TAG turns research into action to protect modern childhood from the forces that are increasingly getting in its way, from smartphones and social media to AI and the loss of independence and free play. Working alongside millions of parents, educators, young people, and policymakers, TAG has helped turn a growing body of research into culture and policy change around the world.
Why we believe in the leader.
We had followed Jonathan Haidt’s work for years before The Anxious Generation. His research on moral psychology in The Righteous Mind and his earlier work on overprotection and fragility in The Coddling of the American Mind had already shaped how we thought about culture and institutions. So when Jon turned his attention to phones, social media, and childhood, we trusted both his rigor and his ability to identify important problems early. Jon co-founded the TAG Movement with Alexa Arnold, whose background in systems-change strategy helped turn the ideas in Jon's book into a national campaign within weeks of its 2024 release. She has since led the movement’s growth with focus and discipline. We backed TAG in 2025, drawn to that combination of long-trusted intellectual leadership and a builder capable of turning it into a lasting organization.
Why the work got us excited.
Like so many parents, we’ve watched social media reshape our kids’ lives, and an issue this big can feel impossible to change. Then we got on the phone with Jon Haidt. He spoke with deep conviction that parents and communities can change the trajectory of these tools by coming together and advocating for what’s right, and he told us, “By the time your kids are in middle school, we will have a different relationship with social media.” We believed him. His conviction was contagious, and it’s why we’re proud to support The Anxious Generation as it turns a problem that feels too big into one we can solve together.
“Many of our most intractable problems are collective action traps, in which each person's rational choice produces an outcome that almost no one wants. Such traps rarely yield to individual willpower or persuasion; they yield to coordination, which begins when a few moms or families or schools move together, spreads as communities and then nations adopt new norms, and ultimately reshapes what humanity considers normal. Norms, once changed at scale, are what make change endure.”
— Jonathan Haidt
