Conversations about sustainability are no longer enough. As it becomes all but certain that global heating will increase beyond the 1.5°C of the Paris Agreement, the effects of climate change are already a reality for many communities worldwide. People are not only sensing the urgency of the matter but are re...

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

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.

Lululemon has released its first products made from plant-based nylon, replacing the petroleum in some items with eco-friendly ingredients that have the same feel. However, the campaign might not do much for the already tarnished environmental reputation of a brand often accused of greenwashing.

Gucci is launching what it calls a 'circular hub' in Italy, which aims to promote circularity in the luxury fashion sector. As people become increasingly weary of greenwashing and demand greater transparency, they're pushing brands to walk the talk and demonstrate tangible impact.