A deepening financial vulnerability leaving millions of Americans on the edge of economic ruin when faced with sudden expenses like medical bills, car repairs, or home maintenance. Even more alarming, 37% of respondents cited inflation and rising prices as their primary financial challenge, a record high compared to 35% in 2023, 33% in 2022, and just 8% in 2016.

A wave of innovative startups, focused on natural products, clean water, sustainable agriculture, and climate resilience, has emerged to empower the middle-class(largest portion of consumers) with healthier, greener, and more affordable options. These ventures promise to disrupt industries by prioritizing people and the planet over profit. There is a disturbing trend unfolding: many of these startups are collapsing, often under mysterious circumstances.