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...

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?

Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

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.

The Federal Trade Commission is set to update its 'green guides' amid a public push for clarity and transparency around brand sustainability initiatives. As eco-consumers grow less tolerant of greenwashing, brands can build trust through authentic partnerships with climate activists and groups.

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?

Gen Alphas are suffering from elevated rates of climate anxiety. As they grow frustrated by government inaction, many are keen to take matters into their own hands. How can brands and businesses acknowledge tweens’ climate concerns and help them take action against their anxieties?