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Environmental problems are due to the fact of humans prioritizing their narrow personal interests over collective interests. How can pro-environmental behavior be promoted without requiring people to behave in ways that go against their selfish tendencies? Kin selection theory asserts that humans are predisposed to ensure the survival and replication of their genes which they share with their offspring. We hypothesized that appeals to the welfare of their children would foster pro-environmental decision-making through activating a parental care motivation. Four studies examined the impact of messages about the welfare of (potential) children on environmental intentions. Overall, the results show that children-based appeals indirectly fostered ecological intentions through an increased parental care motivation. Furthermore, meta-analyses triangulated these findings by showing that people with children show greater parental care and pro-environmental intentions. These results are discussed in light of the kin selection theory, and its implications for environmental policymaking are addressed.