Research from YouGov has found that Australian consumers will give brands the boot, if they believe they are behaving unethically or immorally. Falling in line with a wider global sentiment, many Aussies want their brands to match their own social, environmental and political belief systems.

Reports indicate that brands could be the subject of consumer ire if they tip-toe around important social issues. With our societies becoming increasingly polarised, people have come to expect public-facing companies to take a side on important issues or risk losing their custom altogether.

Social activism around the world is big business. But in Australia, demonstrators are distilling worthy causes at large down to a local level. Why? Because people are engaged more if they can see the direct impact of their actions, especially in a hyperconnected world thanks to social media.

As Australians become more aware of the impact that plastic waste has on the environment, they’re looking for ways to make a difference. Viva la Cup, a reusable coffee cup network, is taking action on the problem of single-use cups – but how can it address the value-action gap among consumers?