A survey has revealed that Britons are open to sustainable shopping as long as they are coupled with cost savings. The findings show that the cost of living has not entirely deterred people from wanting to live sustainability, creating space for brands to bridge the action-intention gap.

Cove is a company attempting to combat plastic pollution with biodegradable water bottles made entirely from food waste. A first of its kind, the brand aims to appease eco-conscious consumers who are wary of greenwashing with evidence-backed and easily accessible solutions.

The cost of living crisis poses a serious threat to sustainable ambitions as the perception that ‘green’ equals ‘expensive’ may deter cost-conscious shoppers. So, how are people getting creative in the ways they buy and use products sustainably? And how can brands help them in their mission?