Many Americans are interested in eco-friendly products – and even willing to pay more for them – but there's a gap between green desires and green actions. Research of anticipated emotions found that the way to close that gap is by tapping into people’s pride around green choices, rather than guilt.

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?

Accounting for nearly three-quarters of the US market, Uber is the undisputed leader in ride-sharing apps. However, amid a series of high-profile scandals, the company’s reputation has been tarnished among Americans. So, how is rival service Lyft appealing to the ethically-minded consumer?

‘Fast fashion’ retailer C&A has launched a line of ‘Cradle to Cradle Certified’ t-shirts that turn into compost after 11 weeks. Amid rising consumer concerns about climate change, is the initiative enough to convince conscious shoppers that the brand is committed to fix the broken fashion industry?