As people wise up to greenwashing marketing tactics, they’re seeking clear, accurate information they can trust. Women’s magazineAllurehas pledged to stop using sustainability buzzwords, serving as an example for other publishers to broaden people’s eco-literacy and deliver honest reporting.

Gen Zers are often described as the eco-conscious generation, but despite growing pushback against fast fashion brands, ecommerce giant, Asos, has remained resilient over the last year, bringing affordable fashion to a large proportion of young consumers.

Touted as the answer to the fashion industry’s problematic environmental impact, a study has found that fashion rental services are actually worse for the environment than simply throwing clothes away. The findings illustrate how brands tend to oversimplify the complex nature of sustainability.

The COVID-19 pandemic simultaneously exposed people to the impact of climate change and distracted their attention from it, leaving many struggling to make the right decisions and take meaningful action. So, how can brands assist Americans in their next steps towards sustainability?