How is a yearning for the past impacting the wardrobes of Gens Y and Z? Why does gender-neutral and adaptive fashion need a stylistic shake-up? How are brands harnessing storytelling to attract values-led shoppers? And is upcycling really the solution to endless textile waste?

For decades, America has played a prominent role in dictating global fashion trends. However, with the changing perception of the US on the world stage, and the increased decentralization of fashion following the global pandemic, many consumers are now buying locally-sourced brands.

As more Americans support local businesses, indie beauty brands are thriving in the post-pandemic era. What can beauty’s big players learn from their smaller, independent competitors? And how can large multinational beauty brands remain relevant to locally-minded consumers?

There are some companies that stand at the forefront of their sectors due to their history of success – from Heinz’s tinned goods to Apple’s sleek gadgets. But to what extent does brand heritage influence buying decisions? Canvas8 polled 1,000 Britons and spoke to eight people to find out.