People may dub them as fickle, narcissistic selfie addicts, but Gen Yers are pretty serious when it comes to their ethical expectations from brands. They want businesses to be fair and environmentally friendly, and have no problem ditching them if they don’t meet these standards.

Beautiful craftsmanship and fine fabrics aren't cheap, especially given the 800% markup between factory and shop floor. But now that US start-up Everlane is cutting the middle man to make ethical premium clothing affordable, its ‘radical transparency’ could really shake things up.

Once known for beauty tips and celebrity interviews,Teen Voguerelaunched in 2015 with a trio of young editors at the helm and a renewed focus on socially-conscious content. How did the ‘cool girl’s guide to fashion’ become an all-round mentor for America’s switched-on Gen Zers?

Shoppers in the US are becoming more interested in a brand’s eco and ethical credentials, but only if the price is right. With many reluctant to pay a higher price for a sustainable product, many Americans believe it's the brand's responsibility to provide socially conscious items at more affordable prices.