As eco-friendliness becomes a must-have quality rather than a nice-to-have, American shoppers are increasingly expecting brands to practice sustainability at every level of their business. For these conscientious consumers, selling a range of green products is no longer enough.

Summersalt, the beloved, eco-friendly, female-founded online swimwear company, is expanding its offerings beyond Instagram-ready suits. As people demand body-positive advertising and ethical values, swimwear brands are pivoting to offer more inclusive and sustainable designs.

Whether it’s buying a reusable coffee cup, ditching single-use water bottles, or simply recycling, there are countless ways for people to reduce their plastic waste and help to preserve the planet. Canvas8 spoke to eight Americans to find out whether they’re taking such actions and why.

Fashion brand Brave GentleMan is on a mission to recalibrate sustainability in the menswear landscape, fusing eco-conscious design with a luxury approach to accessories and tailoring. But can it help to overcome sustainability’s gender problem?