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?

Singaporean start-up Mykílio is bringing mushroom-based packaging to luxury cosmetics in Southeast Asia. Capitalising on the fungi craze that’s taking hold in the beauty sector, it hopes to appeal to sustainably minded Gen Zers in the region with innovative packaging solutions.

Britons are sceptical of businesses' environmental claims, with most believing that they aren’t suitably supported. While most people want transparency, businesses are reluctant to provide it due to greenwashing fears, meaning they must ensure that comms emphasise demonstrable environmental action.

Experiment is filling the eco-conscious skincare gap with innovative products like its Avant Guard mask – aligning with Gen Z’s conscious consumption ideals. As younger cohorts shop with their values and demand planet-positive products, how can beauty brands adapt and push for positive change?

As American consumers become increasingly aware of greenwashing and global supply chains, a new skepticism is growing around what sustainability means. Today, new EPR regulations are challenging businesses to be more transparent about their impact, while individuals are holding brands to account.