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?

The Seanack campaign hopes to gamify ocean clean-up initiatives and turn beach waste into currency through its ocean clean-up project in South Korea. As people look for ways to behave in a more eco-conscious manner, brands are finding creative ways to get people engaged and spread awareness.

Individuals are often told how they can help address climate change, and while personal-level eco efforts are valuable, people are tired of feeling solely responsible. Shifting the conversation from the individual to the collective will help people feel less burdened and increase brand trust.

As the growing trend of conscious consumption encourages shoppers to make more sustainable choices, they are weighing new eco-attitudes up against other factors before making purchase decisions. Canvas8 spoke to Giulia Granato about the compromises people are willing to make for sustainable products.

People are searching for meaningful ways to mitigate the climate crisis, with a growing number recognising how they can use their financial power to drive pro-environmental action. Sugi shows users how much carbon their investments generate and teaches them how to offset these emissions.