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.

From taking #nomakeup selfies to signing petitions on political issues, a growing sense of social responsibility and commitment to local community have changed the way people view social action. Is caring about causes the new badge of cool? And has it become ‘chic’ to protest?

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.

British supermarket chain Iceland has pledged to become the first major global retailer to eliminate all plastic packaging by the year 2023. The move to use only recyclable materials could pave the way for other retailers to make similar pledges, reducing their collective impact on the environment.