In the face of climate change and eco-anxiety, people are becoming more conscious of where and how they shop. As sustainable shopping behaviours become embedded in culture and as people seek guidance and support from brands, Selfridges Project Earth is helping to build a more planet-positive future.

A survey has found that Americans do not know what 'carbon neutral' means, even among those who identify as environmentalists. There's an opportunity for brands to educate people around sustainability terminologies, ditching arbitrary language that isn't proving to be impactful.

From carbon labels to recycled materials, fashion brands are upping their climate-related messaging to appeal to eco-minded shoppers. Amid growing claims of greenwashing, European policymakers are putting brands' claims to the test by establishing a standardised definition of sustainability.

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.