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?

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?

People want big brands to consider the planet as well as their patrons. Chipotle is ahead in this game, with the recent release of their app-game hybrid campaign The Scarecrow demonstrating the power of emotional storytelling.

From Just Giving Facebook updates to wearing H&M’s Conscious Collection, public displays of philanthropy have become a symbol of status. But does it really matter that these new do-gooders are motivated only by people seeing them do good if the outcome is still positive?