Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Oatly has put its brand reputation at risk by making several claims that aren’t backed by scientific evidence and, as a result, has had ads banned by the ASA. Although people want to participate in positive eco action, greenwashed campaigns can destroy trust between brands and shoppers.

A study has found that alcohol labelling standards are currently failing people who want brands to display information about ingredients, nutrition, and health risks. In response, Pernod Ricard has developed a digital system that seeks to improve transparency within the sector.

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.

As the growing trend of conscious consumption encourages shoppers to make more sustainable choices, they are weighing new eco-attitudes up against other factors before making purchase decisions. Canvas8 spoke to Giulia Granato about the compromises people are willing to make for sustainable products.