German fashion brand Armedangels has decided to drop any sustainable or eco-friendly claims from its marketing to be more transparent and avoid greenwashing. Appealing to modern eco-concerns, the campaign pushes for a 'less is more' approach to shopping that indicates self-awareness.

As American consumers become increasingly aware of greenwashing and global supply chains, a new skepticism is growing around what sustainability means. Today, new EPR regulations are challenging businesses to be more transparent about their impact, while individuals are holding brands to account.

The pandemic worsened inequality and triggered widespread antipathy towards the mega-rich. Yet despite their opposition to extreme wealth, many people still desire financial prosperity. So, as individuals redefine aspiration, how can brands acknowledge outrage without exploiting it?

People want brands to align with their values – meaning some are turning to certifications to communicate where they stand on certain issues. But with government regulators lagging behind consumer expectations, how far do certifications go when providing people with the reassurance they’re after?

As polarisation makes controversy inevitable, some brands may grow stronger by allowing themselves to sit at the centre of this discourse. Canvas8 spoke to Cristel Russell, professor of marketing at Pepperdine University, to find out how brands can navigate controversy in a crowded marketplace.

With people demanding their voices be heard more than ever before, taking a moral stance on all sorts of things is the new normal. Canvas8 spoke to Dr. Jillian Jordan, postdoctoral fellow at the Kellogg School of Management, to find out how brands can appeal to our desire to be morally good.

Following Uber Green in 2021, the ride-hailing service is shifting its focus to Europe by working on adding 25,000 electric cars to its fleet by 2025 with the help of Hertz. But with the firm's history around employee wages and rights, people may need convincing that these initiatives are genuine.

DAME's ‘It’s time to change your tampon’ campaign exposes the lack of transparency in period products. The brand’s organic range promotes the agency of choice for tampon users at a time when conversations about women’s rights and equity have been brought to the fore.

Consumers’ changing priorities are forcing luxury brands to take stock of their impact, and display sustainable credentials. The Butterfly Mark is awarded by Positive Luxury to brands that meet sustainable and ethical criteria.

As the pandemic caused a surge in gas prices around the world, many people have become concerned about the cost of heating their homes. In the UK, Octopus Energy has emerged as a stable, trustworthy, and transparent option for those looking for a new supplier in troubling times.

Oatly has offered free billboard space to dairy competitors in exchange for them revealing their climate impact information. Pushing for transparency around sustainability and environmental impacts, people expect brands to showcase truthful, authentic and purpose-driven marketing strategies.

With Generative AI blurring reality through deep fakes, voice swaps, and impersonations of popular artists, tech companies are being called on to reduce misinformation. In a bid to retain user trust, Tiktok is developing content labels that signify and set apart AI-generated creations.