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?