How can brands convince people that sustainable products are just as good as ‘normal’ ones? According to research, it comes down to perceptions of the company itself, with people viewing green products positively when they see a company as a ‘moral agent’ engaging in pro-social behaviour.

With climate change a pressing threat, Britons are becoming more sensitive to their homes’ sustainable credentials. Shifted priorities due to the pandemic mean that some are now looking for eco-friendliness across everything from utilities to furniture design. So, how can brands tap into this?

Sneaker brand Puma has launched a 'Down to Earth' capsule collection, with apparel and footwear made from recycled materials. As Gen Zers align eco credentials with cultural credibility, the quality of materials used in production is becoming a key space for trust quality.

With the need for drastic climate action more apparent than ever, people’s lifestyles choices are coming under intense scrutiny. Is it possible to live in comfort and luxury in a way that minimises harm to the planet? Proponents of ‘hedonistic sustainability’ believe it can be done.