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.

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...

Coca-Cola’s sponsorship of COP27 has been met with scorn by environmental groups, who have been quick to decry the move as blatant greenwashing. People are increasingly savvy to CSR initiatives, particularly when it comes to climate issues, and want companies to do more than pay lip service.

Data has revealed that French people are wary of companies' environmental promises, with the majority saying that the policies don’t encourage them to make purchases. As regulations ramp up around greenwashing, brands must build demonstrable action into promises to convince potential customers.

The cost of living crisis poses a serious threat to sustainable ambitions as the perception that ‘green’ equals ‘expensive’ may deter cost-conscious shoppers. So, how are people getting creative in the ways they buy and use products sustainably? And how can brands help them in their mission?