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?

Outdoor apparel brand Merrell has redesigned its bestselling product, the Moab hiking shoe, to better reflect its focus on sustainability. Promising no sacrifice in quality, the shoe may appeal to those looking to make more eco-friendly choices without settling for anything less than the best.

Chilly's has combined a youthful aesthetic and visual identity with staunchly climate-conscious campaigns to align with the sustainable behaviours of young people. As savvy Gen Zers become acutely aware of corporate greenwashing, how are brands addressing the eco-anxieties they feel burdened by?

In the face of climate change and eco-anxiety, people are becoming more conscious of where and how they shop. As sustainable shopping behaviours become embedded in culture and as people seek guidance and support from brands, Selfridges Project Earth is helping to build a more planet-positive future.

In the Understanding Allyship Deep Dive, we explore how brands reacted to the BLM protests in 2020, unpicking how people want them to show support and the consequences of offering only surface-level action. What role should individuals and businesses play in tackling social issues?