With climate change a pressing threat, Britons are becoming more sensitive to their homes’ sustainable credentials. Shifted priorities due to the pandemic mean that some are now looking for eco-friendliness across everything from utilities to furniture design. So, how can brands tap into this?

Remote working has changed the way people are furnishing their homes. The impermanent nature of WFH might put some off from making furniture purchases, but IKEA has launched the Buy Back scheme – allowing people to trade in used and unwanted items for credit against new purchases.

Environmental concerns have been front-of-mind for many, but with a lack of easy and accessible alternatives, it can be hard to make ethical purchasing decisions. Kai is entering previously uncharted territories, giving environmentally conscious consumers a substitute to plastic razors.

Patagonia has delighted eco- and cost-conscious shoppers by providing free repairs for old, torn clothing. The move embodies Patagonia’s 'show don’t tell' philosophy when it comes to sustainable practices, providing yet another example of how the brand responds to a desire for eco action.