With ever-greater access to information, people are researching the impact of their consumption behaviours, spending time investigating and considering the ethics and values of the things they’re buying. As they cast a more critical lens on their habits and traditions, many once-instinctive decisions are being rejected in favour of options that maximise benefits.

As people wake up to the impact of their everyday decisions on the environment, they’re looking for alternative ways to enjoy their favourite leisure pursuits. It’s why many Europeans are embracing ‘slow travel’, swapping instant gratification for eco-friendly and experience-led trips on trains.

Retailers’ sustainability initiatives show that shoppers don’t just want cheap, fast fashion – ethical and eco-savvy values are important too. But are visibly mended sweaters and ‘sneaker cleaning’ services just an updated version of the ‘It bag’, or are people ready to adopt low-impact lifestyles?

Sustainable fashion and eco-friendly initiatives have made dressing with a conscience easier than ever, but are shoppers considering the impact of their returns? More than 33% of Gen Yers say they buy more items than they need. What can brands do to discourage serial returners?