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.

As sustainability becomes an increasingly important factor in decision-making for many shoppers, more brands are leaning into buzzwords like ‘green’ and ‘compostable’. But the definitions of these terms remain cloudy, meaning many people are falling prey to greenwashing.

Chilly's has combined a youthful aesthetic and visual identity with staunchly climate-conscious campaigns to align with the sustainable behaviours of young people. As savvy Gen Zers become acutely aware of corporate greenwashing, how are brands addressing the eco-anxieties they feel burdened by?

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.