As American consumers become increasingly aware of greenwashing and global supply chains, a new skepticism is growing around what sustainability means. Today, new EPR regulations are challenging businesses to be more transparent about their impact, while individuals are holding brands to account.

With the need for drastic climate action more apparent than ever, people’s lifestyles choices are coming under intense scrutiny. Is it possible to live in comfort and luxury in a way that minimises harm to the planet? Proponents of ‘hedonistic sustainability’ believe it can be done.

The Sustained Choice app is designed to give people the information they need to make more planet-friendly choices while shopping for food. As people become increasingly conscious of the impact of their consumption, some are looking for proactive support during decision-making moments in-store.

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.