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.

Following the release of its Net Zero Roadmap, Mars has released a campaign, recycling famous ads to promote its sustainability efforts. As companies are increasingly held accountable for greenwashing and 'greenhushing', consumers are looking for transparency and specificity over blanket claims.

Featuring items made from recycled plastics, Coca-Cola's Recycle Bar aims to help people properly recycle and understand how plastics can be repurposed. While this initiative highlights how brands can educate on sustainability, it also shows how such efforts may raise scrutiny on greenwashing.

As ‘take, make, and waste’ approaches of linear consumption models come under scrutiny, people are changing their priorities from being responsible consumers to becoming responsible owners. What role can brands play in facilitating and leveraging this broader turn towards stewardship?

Extreme weather events are becoming impossible to ignore, and as climate change puts pressure on brands and people alike, which initiatives can boost the future wellbeing of the Earth? Canvas8 spoke to social psychologist Kimberly Doell about her research on creating positive behavioural change.