Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Conversations about sustainability are no longer enough. As it becomes all but certain that global heating will increase beyond the 1.5°C of the Paris Agreement, the effects of climate change are already a reality for many communities worldwide. People are not only sensing the urgency of the matter but are re...

As the tide continues to turn against fast fashion, re-sale platform Vestiaire is banning fast fashion brands from its site. Unwilling to participate even in a resale capacity, the move signals how the sentiment against fast fashion is deepening – with any platforming perceived as a faux pas.

ThredUP has launched a new hotline offering Gen Zers the space and support to make their fast-fashion confessions. With a cognitive dissonance in Gen Z’s eco-values and their shopping habits, brands have an opportunity to provide ways to encourage more sustainable purchases.

The denim industry is renowned for its environmental impact, but the Buy Better Wear Longer campaign from Levi’s is encouraging people to shop consciously and think about the effects their consumption has on the planet. How can brands work with consumers to reduce their environmental impact?

Disillusioned by political inaction on climate and social issues, many young Britons are placing their trust in brands to support them in their pursuit of holistic sustainability. How is this manifesting within fashion? And what can brands do to break Gen Z’s addiction to fast fashion?