Over 2.8 billion people currently live in water-stressed regions, and it’s predicted that two-thirds of the world’s population may face shortages by 2025. Although this sounds like a bleak forecast, water-conscious consumers are changing their routines and the products they buy to help save the world – one drop at a time.

Italians are increasingly willing to pay more for fish raised in accordance to higher levels of animal welfare. Research shows most Italians want clearer labels on food certifying the ethical treatment of animals, so brands have the opportunity to make it make it easier for them to shop ethically.

Superdry’s co-founder has publicly donated to a campaign for a second Brexit referendum. In a world of polarising opinions and value-signalling through consumption habits, brands too have to plant their flag and show what they stand for, or risk getting overlooked for ones that do.