Head & Shoulders is collaborating with recycling firm TerraCycle to create the first shampoo bottles made from recycled plastic. It's the latest in a slew of environmentally-conscious and ethical brand initiatives to find alternative production methods in a bid to minimise waste.

Timberland has collaborated with social enterprise Thread to create boots and bags made from recycled plastic bottles found on Haitian beaches. The move is the apparel brand's attempt to address people's growing environmental concerns, turning plastic waste into feel-good fashion.

Plastic is getting a lot of airtime right now: suddenly, what was once an invisible problem is at the front of people’s minds. Consumers are primed for change, so how can brands take the first by creating alternatives, educating customers and helping them form new habits?

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.