Facing a wall of toilet paper in the supermarket, it’s easy to slip into soft focus – these products are hard to differentiate on quality. Loo roll brand Who Gives A Crap develops lasting relationships in the world of FMCG, where ‘extra softness’ is promised by over three-quarters of the market.

Spending big on products intended for short-term use is crucial in revealing how confident a country’s population is in their own economic prospects. So when people start splashing cash on things that they literally flush down the toilet, it's probably a signifier of a healthy economy.

Whether they’re after free range eggs or fair trade fashion, 65% of Brits want brands to do good. But putting these beliefs into practice is no small feat; just 11% exclusively buy from ethical brands. Canvas8 sat down with 20 British men and women to find out what being ethical means to them.

Academics from NYU’s business school undertook a study to pinpoint how much more people are willing to pay for socially responsible products. The answer? 16%. They also found that consumers prefer products that benefit people, before the environment or animals.