The Pret Foundation Trust endeavours to minimise poverty in the UK by helping break the cycle of homelessness. In turn, Pret has announced that it will donate its marketing budget to five homelessness charities for Christmas. How does this move affect customers' views of the high street café?

In 2015, Swedish fast fashion giant H&M was named one of the world’s most ethical companies thanks to its extensive sustainability efforts. But in an industry built on cheap thrills, can the rush of buying new stuff ever sit comfortably with the ethical responsibility to slow down consumption?

Will crowdfunding sites merge into charitable aid? How will people react to social and environmental crises? And will they continue to favour local? As part of our Expert Outlook 2016 series, we speak to three citizenship experts about the relationships people and brands have with broader society.

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?