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 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.

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

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 conscious consumerism and sustainable purchasing habits grow on a global scale, the B Corp stamp of approval from B Lab has become hotly coveted for businesses of all sizes. But can the movement keep pace with fast-evolving ideas of social and environmental responsibility?

Gen Zers often shop according to their values, but their budgets sometimes get in the way. H&M is launching an affordable line of vegan beauty products so that values-driven youths can indulge in playful self-care without compromising on their principles because of their pinched purse strings.