As more people learn how plastic plagues the planet, the tide is turning against disposable water bottles, driving demand for stylish, reusable options from brands like Bkr. Why would people pay a premium for sustainable receptacles, and is there a danger in making functional goods fashionable?

With ethical consumption on the up, brands and products that push for sustainability are edging closer to the top of people’s shopping lists. Now, Adidas has launched the Futurecraft Biofabric running shoe – a fully biodegradable trainer made out of synthetic spider silk.

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.

As the public's demand for tactile shopping experiences and true sustainability grows, IKEA is tapping into the power of multi-functional retail spaces. Its sustainable store concept in Greenwich forms part of a strategy to adapt to the changing needs of urban populations.