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.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

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.

Fast fashion is destroying the planet. W’Air has released an eco-friendly way to clean clothes and keep them looking new for longer – helping people avoid buying new. Many people just aren’t aware of the impact the fashion industry has on the planet and W’Air is looking to change that.

From carbon labels to recycled materials, fashion brands are upping their climate-related messaging to appeal to eco-minded shoppers. Amid growing claims of greenwashing, European policymakers are putting brands' claims to the test by establishing a standardised definition of sustainability.

How can the rental and resale market scale for global nuances? What can brands do to integrate themselves into everyday life? How are diamonds being made more accessible to younger shoppers? In this part of the 2022 Expert Outlook, we speak to three experts about the changing world of luxury.