Conversations about sustainability are no longer enough. As it becomes all but certain that global heating will increase beyond the 1.5°C of the Paris Agreement, the effects of climate change are already a reality for many communities worldwide. People are not only sensing the urgency of the matter but are re...

Oatly has put its brand reputation at risk by making several claims that aren’t backed by scientific evidence and, as a result, has had ads banned by the ASA. Although people want to participate in positive eco action, greenwashed campaigns can destroy trust between brands and shoppers.

As people wise up to greenwashing marketing tactics, they’re seeking clear, accurate information they can trust. Women’s magazine Allure has pledged to stop using sustainability buzzwords, serving as an example for other publishers to broaden people’s eco-literacy and deliver honest reporting.

In the wake of the Black Lives Matter protests, brands are working on anti-racism agendas. But in order for real change to occur, it’s clear that businesses need to pursue, not avoid, ‘uncomfortable’ positions. As people look for brands to take action, embracing discomfort is a way to earn trust.

Eyewear brand Ace & Tate has launched a brutally honest sustainability campaign, lamenting its past mistakes. The strategy aims for honesty and transparency on sustainability to gain trust, but could end up leaving the brand just as exposed to accusations of greenwashing as before.