While nearly three-quarters of Gen Zers are willing to pay more for eco-friendly products, they are also a critical and discerning audience. In the second of a two-part report, we explore how members of this cohort expect their favourite brands to fit in with their sustainable ambitions.

London’s mayor Sadiq Khan has announced plans for a network of water fountains in the capital to give people access to free drinking water. It could be the kind of refreshing solution to tackling our obsession with plastic, as most Britons would swap bottled water for free tap water if it was available.

Eating patterns have changed – instead of preparing three meals a day, many people now snack on convenience food. As a result, there’s a growing demand for packaging that’s smart, eco-friendly and easy-to-use. How can brands use innovative design to meet the needs of these conscious consumers?

From pre-peeled avocados wrapped in plastic to cellophane-covered bananas, plastic packaging is often unnecessary. And as Brits become more eco-conscious, they're looking to supermarkets to minimise waste – 91% support plastic packaging-free aisles.