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?

Omni-channel retailer Pomelo is launching three collections of sustainable garments called Purpose. Not only are the clothes made from ethically sourced materials, but the brand is also prioritising the circular economy, tapping into peoples eco-conscious values and calls for direct action.

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?

As people realise the impact of waste packaging on the planet, they’re making small lifestyle changes through independent brand innovations. But with convenience still high on people’s priority list, how is reusable, recyclable shopping platform Loop taking the circular economy mainstream?