Over 15 million tonnes of food is thrown away annually in the UK – but thanks to campaigns to raise awareness about the problem, people are looking for ways to reduce their own waste. To help, brands are encouraging people to buy ‘ugly’ fruit and veg, which, though perfectly edible, is often avoided by consumers. Morrisons sells wonky pomegranates in a four-pack that’s nearly £2 cheaper than the non-wonky variety; Tesco rebranded undersized avocados as ‘Zilla Eggs’; and Asda offers 5kg boxes of wonky seasonal vegetables for 30% less than the pristine variety. Meanwhile, Snact takes fruits that would not have reached supermarket shelves and turns them into healthy snack bars, making it clear that both price- and environmentally-conscious customers benefit from letting taste trump aesthetics.

Supermarket chain Morrisons is offering a veg box comprising of out-of-shape or food that's reached its sell-by-date, at a heavily discounted price. The 'Too Good To Waste Box' is helping shoppers fight back against food waste, as well as eat more healthily thanks to its lower price.

As people realise the impact of waste packaging on the planet, they’re making small lifestyle changes through independent brand innovations. But with convenience still high on people’s priority list, how is reusable, recyclable shopping platform Loop taking the circular economy mainstream?

Luxury French watchmaker Baume is moving away from diamonds and gold towards more eco-friendly materials. As people become more aware of the environmental impact their consumption has, they're buying in line with new values – even for the most luxurious purchases.