People have high expectations of brands, with one bad experience enough for some to make a switch. But research suggests that a tactful apology can win back business. Canvas8 spoke to Dr. Subimal Chatterjee about how different ways of saying ‘sorry’ can inspire forgiveness in particular mindsets.

Looking to address people's eco concerns around travel, Spanish brand Air Nostrum has purchased ten Hybrid Air Vehicles which are helium-filled and emit far less CO2 than a standard flight. With climate guilt rising, but a desire for travel also high, this taps into sustainable hedonism.

Oatly has put its brand reputation at risk by making several claims that aren’t backed by scientific evidence and, as a result, has had ads banned by the ASA. Although people want to participate in positive eco action, greenwashed campaigns can destroy trust between brands and shoppers.

As American consumers become increasingly aware of greenwashing and global supply chains, a new skepticism is growing around what sustainability means. Today, new EPR regulations are challenging businesses to be more transparent about their impact, while individuals are holding brands to account.