Patagonia has restructured its business model to allow for more profits to be invested in sustainability initiatives – effectively putting climate change at the centre of its operations. In the face of a growing environmental crisis, people want brands to take a leading role in the fight.

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.

As fears around the climate crisis mount, people are growing cynical of brands' environmental promises and are looking for them to be transparent and honest about their impact. Innocent is facing up to this reality after its 'Little Drinks, Big Dreams' campaign was found to be misleading.

From carbon labels to recycled materials, fashion brands are upping their climate-related messaging to appeal to eco-minded shoppers. Amid growing claims of greenwashing, European policymakers are putting brands' claims to the test by establishing a standardised definition of sustainability.

People want brands to align with their values – meaning some are turning to certifications to communicate where they stand on certain issues. But with government regulators lagging behind consumer expectations, how far do certifications go when providing people with the reassurance they’re after?

As American consumers become increasingly aware of greenwashing and global supply chains, a new skepticism is growing around what sustainability means. Today, new EPR regulations are challenging businesses to be more transparent about their impact, while individuals are holding brands to account.

Young people can find themselves conflicted between the abundance of styles afforded by fast fashion and its negative impacts on the environment. But with the rise of second-hand fashion and eco-conscious lines, an overwhelming amount of young people are feeling the itch to ‘ditch fast fashion’.

Oatly has put its brand reputation at risk by making several claims that aren’t backed by scientific evidence and, as a result, has had ads banned by the ASA. Although people want to participate in positive eco action, greenwashed campaigns can destroy trust between brands and shoppers.

As people adopt more sustainable shopping habits, greenwashing is creating confusion and mistrust. Fashion brand Chloé is aiming to cut through the noise by becoming the first luxury house to gain B Corp status, a reflection of the need for rigorous assessment of a brand's ethical efforts.