Ulta is expanding its sustainability efforts through a program that encourages customers to recycle empty products. However, people are increasingly demanding initiatives that emphasize proactive waste reduction from companies rather than burdening consumers.

A UN report has revealed that e-waste recycling efforts are falling short of production and consumption. As people look to reduce their carbon footprints and take sustainability into their own hands, they’re looking for brands that can provide education and help them make informed decisions.

Despite the widespread adoption of eco-minded attitudes and behaviours, recycling is losing its virtuous appeal in Britain. As people struggle to comprehend how they can make an impact against the tide of plastic waste, how can brands turn recycling and reducing waste into simple everyday habits?

In the face of climate change and eco-anxiety, people are becoming more conscious of where and how they shop. As sustainable shopping behaviours become embedded in culture and as people seek guidance and support from brands, Selfridges Project Earth is helping to build a more planet-positive future.