Omni-channel retailer Pomelo is launching three collections of sustainable garments called Purpose. Not only are the clothes made from ethically sourced materials, but the brand is also prioritising the circular economy, tapping into peoples eco-conscious values and calls for direct action.

Research has shown that people like "really new products" more when storytelling is used to help them understand what a product is about. Storytelling is a useful tool for new products, as people use mental simulations to imagine what it can do, how they could use it and whether it has value.

With more circular initiatives surfacing – from small start-ups to corporate strategies – not everybody is on the same page about what a circular economy entails. As global debates in academic, business and consumer circles heat up, will a zero-waste lifestyle move from a fringe movement to the mainstream?

As ecological crises become impossible to ignore, conscientious shoppers are seeking ways to limit their impact on the planet. Sneaker brand Allbirds is meeting demands for eco-friendly fashion by using sustainable components – but that’s not the sole reason it's developed a cult following.