Whether it's a dedicated campaign or featured on the packaging itself, consumer brands in the US and UK are well known for flaunting their ethical credentials. But in France, businesses keep this type of behaviour quiet for fear of being accused of using it as a PR stunt.

From soapy shower gel suds to the toothpaste rinse, a lot of water is used in daily personal care routines. As calls to save every drop get louder – two-thirds of the world’s population may face water shortages by 2025 – is it time for people and brands to be more conscious of their water waste?

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?

In the UK – where 15 million tonnes of food is thrown away annually – supermarkets are mucking in to minimise waste. But how responsible do consumers feel? After all, 40% of them throw food away at least weekly. Canvas8 sat down with 20 Brits to find out how guilty they feel about wasting food.