Rachel Choi is a Behavioural Analyst at Canvas8. With a degree in Archaeology and Anthropology from Oxford University, she has an interdisciplinary understanding of behavioural and cultural patterns across societies. She has a love for stories that capture the nature of human experience, through writing, media, or material culture. Outside of work, you can find her attending exhibitions, oscillating between overthinking and head-empty-just-vibes, or rewatching her favourite (usually Studio Ghibli!) films.


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.

Shared Values

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 realising that existing strategies – on a personal and collective level – are not sufficient.

While companies and businesses were quick to make environmental pledges and commitments, demonstrated by the rising ESG movement in recent years, the momentum has slowed or reversed in the face of economic downturn and potential culture war boycotts. Both people and companies are increasingly confused about the language of sustainability, and vague and misleading vocabulary has led to cases of greenwashing. While climate change is acknowledged as a pressing matter, people no longer understand how they can make a difference – feeling mistrust, scepticism, and fatigue from the oversaturation of messaging from big companies. At the same time, others are angry at the lack of progress, taking more drastic measures to spur governments, businesses, and billionaires into taking action and accountability for their disproportionate environmental impact.

Facing polycrisis in a world that's more interconnected and globalised than ever, people recognise the need for new leaders and ways to mobilise. They're calling for more intersectional approaches to sustainability, looking at long-term social, environmental, economic, and ethical impacts across the supply chain.

At the same time, the cost of living crisis is having a significant impact on people's sustainable behaviours. People often prioritise price over ethics (even if the growth of the eco-luxury sector shows no signs of stopping) but are also increasingly adopting circularity to save on costs – buying more secondhand, seeking out durability, repairing more, and sharing more.

Sustainable Solutions

United Kingdom

Supermarkets and food

Shopping

Community and grassroots

Citizenship

M&'S's ‘Farm for the Future’ programme supports livestock farmers in decarbonising and maximising wildlife and habitat creation. As values-led consumers become sceptical of greenwashing, companies are having to show commitment to tangible green practices and social responsibility. 