Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?

The days when an eco-friendly lifestyle was reserved for pot-smoking, hemp-wearing hippies are long gone, right? Maybe not. New research suggests that, when it comes to clothes at least, wearing openly ethical labels not only makes you seem less stylish, but also suggests you’re a little preachy.

Tesla didn’t set out just to challenge the automotive sector – it wants tochangeit. It ranks in the top five brands among motor enthusiasts, and celebrity fans of Tesla include Jay-Z, Ben Affleck and Jay Leno. But how has an electric car company become a cool cult brand?

Gucci has proved it has greater ambition for the world than making people look fabulous; it's also striving for social change by empowering women. This year it held its second ‘Chimehack’, where designers, engineers and marketers were tasked with designing innovations that benefit women.