2019 has been the year we all woke up to the climate crisis. However, people still aren’t making monumental changes to their shopping habits. While shopping sustainably – when overtly offered by brands and businesses – is top-of-mind for some, others, who are aware that complete environmental soundness is difficult to achieve, are wary of greenwashing.

With 51% of Britons unable to name a favourite brand, people’s connections to the products they buy are seemingly changing. Canvas8 spoke to Pankaj Aggarwal, professor of marketing at the University of Toronto, to learn how different types of brand relationships impact consumer behaviour.

Membership schemes and referral bonuses are just a few of the ways brands try to boost shopper loyalty – but are they enough to forge long-term commitments? Canvas8 spoke to Debra Grace, a marketing professor at Griffith University, about how to measure people’s relationships with brands.

Northern Bloc has launched a vegan ice cream that’s packaged in fully recyclable tubs with an organic coating, as opposed to the commonly-used plastic. Amid the rise of sustainably-minded shoppers, it’s helping people to indulge in their favourite treats without compromising their eco values.