You might think brands that associate with controversial figures feel some kind of backlash. But irritating some people often means winning the support of others. After Donald Trump thanked L.L. Bean for its support, the company has been reaping the rewards with a spike in sales.

Does saving the planet have to start at home? Has polarisation made it normal to be strongly opinionated? And does a brand seem less genuine if it brags about its good behaviour? In this part of the 2018 Expert Outlook series, we speak to three experts about what’s changing in people’s – and brands’ – perceived role in society.

While other talk show hosts in the US are confronting the nation's political issues, The Tonight Show’s Jimmy Fallon is avoiding touchy subject matter. But politically disenfranchised Americans are counting on pop culture to represent their views, and it's costing apolitical entertainers their audiences.

‘Fast fashion’ retailer C&A has launched a line of ‘Cradle to Cradle Certified’ t-shirts that turn into compost after 11 weeks. Amid rising consumer concerns about climate change, is the initiative enough to convince conscious shoppers that the brand is committed to fix the broken fashion industry?