As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Kraft Heinz is partnering with packaging tech company Pulpex to create a paper-based ketchup bottle using 100% sustainably sourced wood pulp. This move is part of an industry-wide effort to reimagine kitchen cupboard basics amid growing consumer calls to phase out single-use plastics.

Front door delivery brands Good Club and Milk & More have teamed up to expand their range of zero-waste grocery products that come in reusable packaging. People are exploring new ways of reducing their environmental footprint, and brands are starting to offer innovative solutions.

People are looking for fresh and fun ways to incorporate small acts of climate-change activism into their daily lives and they’re increasingly expecting brands to support them in their eco ambitions. Plus, a zero-waste, plastic-free body wash brand, is doing just that.

With aspirations to be ‘the Patagonia of the beauty industry’, Fluff is an ethical Australian cosmetics brand tapping Gen Zers. Its art deco-style refillable packaging, candid approach to beauty, and focus on keeping things simple shows how to engage mindful young consumers without the fluff.