As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

With more circular initiatives surfacing – from small start-ups to corporate strategies – not everybody is on the same page about what a circular economy entails. As global debates in academic, business and consumer circles heat up, will a zero-waste lifestyle move from a fringe movement to the mainstream?

As more people learn how plastic plagues the planet, the tide is turning against disposable water bottles, driving demand for stylish, reusable options from brands like Bkr. Why would people pay a premium for sustainable receptacles, and is there a danger in making functional goods fashionable?

With The UK Plastics Pact seeing 42 companies pledging to curb wasteful plastic habits by 2025, brands are being forced to address the issue head on. Leading the charge is Charlotte’s Cupboard: a mobile grocery store that is helping people to avoid unnecessary packaging and food waste.

Online shopping platform Loop is partnering with some of the world's biggest brands to sell and deliver their products in reusable containers. Loop’s green initiative will help shoppers make more eco-friendly purchasing decisions, without it coming at the expense of their preferred labels.