Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?
As consumers become more aware of the health effects of everyday objects, they are reconsidering what they consume. An investigation into toxic chemicals in clothes has sparked a widespread call for fashion brands to ‘detox’ their supply chains.
In an age of fluctuating fashion trends and disposable clothing, apparel maker Patagonia is on a mission to change how people think about clothes. So what exactly are they selling?
Between 30% and 50% of the world’s food is wasted. As food concerns and interest in ethical living continues to grow, are we becoming more open to eating less-than-perfect ‘ugly fruit’ or dining at a ‘past its sell-by date’ restaurant? But is food waste really good enough to eat?
Whole Foods has implemented a ratings system for its fruits, vegetables and flowers that provides people with information on environmental impact. Factors like water use, waste management and pesticide use will be provided to give transparency.
How do you like your eggs – eco-friendly, or affordable? Start-up Hampton Creek Foods claims to have found a vegan solution that can offer both. But as many remain distrustful of ‘modified’ food, will people be willing to go Beyond Eggs?
Tesla didn’t set out just to challenge the automotive sector – it wants to change it. It ranks in the top five brands among motor enthusiasts, and celebrity fans of Tesla include Jay-Z, Ben Affleck and Jay Leno. But how has an electric car company become a cool cult brand?
A new $700 billion opportunity has emerged from the unlikeliest of places: the bin. As sustainability goes mainstream, smart businesses are adding value to their brands by making sustainability cool, cost-effective and convenient.
‘Til death us do part’ is usually reserved for weddings. But as sustainability becomes a bigger concern, it could be applied to our prized possessions, from cashmere jumpers to iPhones. But how achievable is this in a world where acquiring and upgrading are the status quo?