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?

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Hermès is launching a handbag that transforms the humble mushroom from vegetable-drawer staple into sustainable arm candy. As high-end consumers increasingly seek out eco-friendly products, the bag is tapping into shifts in what people expect from luxury.

From mushroom-leather handbags to fruit-skin shoes, rising sustainability concerns have prompted a wave of material innovation in fashion. One concept collection, in particular, is pushing the boundaries of eco-fashion: it’s made with live algae that sequesters carbon from the atmosphere.

Fast fashion behemoth SHEIN is as successful as it is controversial. By adding thousands of new items to its site daily it has grown in popularity with trend-influenced Gen Zers. As people juggle their financial constraints and a desire for newness, will price win against conscious consumption?

Retailers’ sustainability initiatives show that shoppers don’t just want cheap, fast fashion – ethical and eco-savvy values are important too. But are visibly mended sweaters and ‘sneaker cleaning’ services just an updated version of the ‘It bag’, or are people ready to adopt low-impact lifestyles?