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?

People are becoming increasingly aware of the injustices inflicted on minority groups and expect brands to play their part in redressing them. Responding to this, Zara's beauty campaign expands the scope of diverse representation by showcasing Indigenous models with face tattoos.

Zara’s capsule collection answers the call of sustainable shoppers by producing dresses made partially from carbon emissions. The brand’s incorporation of carbon monoxide into the circular economy signposts a proactive approach to climate change that will resonate with the eco-conscious.

Zalando’s do.MORE brand strategy is aligned with the Paris Climate Agreement and is encouraging a shift in the industry by offering tangible, science-based targets that promote sustainability and global citizenship. How is the brand demonstrating authenticity amid widespread greenwashing?

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?