German airline Lufthansa's 'green fares' were designed to appeal to eco-conscious travellers, but the initiative has been poorly received. People are increasingly able to identify greenwashed campaigns that claim to tackle climate change but fail to deliver substantial change.

Mercedes has found itself at the center of a greenwashing controversy after a Mexican ad campaign for its electric car range was lampooned by sustainability review platform WhereFrom. Cynicism is often the default when brands tout their eco-credentials, and any claims are likely to be challenged.

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.

Zalando’s do.MORE brand strategy is aligned with the Paris Climate Agreement and is encouraging a shift in the industry by offering tangible, science-based targets that promote sustainability and global citizenship. How is the brand demonstrating authenticity amid widespread greenwashing?