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?