While it once might have been enough for brands to proclaim their ethical status and simply steer customers towards sustainable actions, people are now demanding that corporations practice what they preach. Whether this is by being more transparent about their supply chains or creating more ethical product ranges, they’re looking for companies to lead the way and come up with innovative solutions to environmental issues

The life insurance company Reviti, owned by tobacco giant Phillip Morris, is incentivising wellness and healthy lifestyle habits by offering discounts to consumers who make positive changes. People are increasingly looking for companies which demonstrate an interest in their quality of life.

Brewdog's 'Your Call' campaign compares its Punk IPA to more established brands, to highlight craft beer's superiority to mass produced product. At a time when craft beer only makes up 4% of the UK's beer market, Brewdog's ad reminds people that big brands don't always mean better taste.

With more circular initiatives surfacing – from small start-ups to corporate strategies – not everybody is on the same page about what a circular economy entails. As global debates in academic, business and consumer circles heat up, will a zero-waste lifestyle move from a fringe movement to the mainstream?