Many businesses pride themselves on having served and satisfied customers for decades or centuries. But do shoppers factor this history into their buying decisions? Canvas8 polled 1,000 Americans and spoke to eight people to find out whether brand heritage is important to them and why.

While many fashion brands seem to equate sustainability with veganism, Timberland is taking a nuanced approach by sticking with real leather but creating a responsible, eco-friendly supply chain. It’s hoping to appeal to evermore discerning shoppers who value transparency above all.

High-end fashion brands have generally not performed as well as fast fashion on transparency rankings. With exclusivity and a sense of mystique among the segment’s unique selling points, luxury labels have long been more comfortable with opacity. But could consumer pressure force a change?

New Look is launching a range of accessories that are certified 100% animal product-free. While luxury brands are cutting down on animal-derived materials, the arrival of accessible vegan fashion on the high street demonstrates a growing desire for mainstream conscious consumerism.