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...

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.

A fake Mattel ad claiming that Barbie was going plastic-free convinced a lot of people who saw it, despite the claims being completely false. The Barbie movie hype opened the door for environmental activists to highlight the detrimental impact the iconic doll has on the planet.

Despite the widespread adoption of eco-minded attitudes and behaviours, recycling is losing its virtuous appeal in Britain. As people struggle to comprehend how they can make an impact against the tide of plastic waste, how can brands turn recycling and reducing waste into simple everyday habits?

Ulta is expanding its sustainability efforts through a program that encourages customers to recycle empty products. However, people are increasingly demanding initiatives that emphasize proactive waste reduction from companies rather than burdening consumers.

As generic eco-friendly claims fuel a sense of eco-fatigue, many people are craving innovative, inspiring, and visceral solutions that respond to the climate crisis. So, how can brands create products, campaigns, and services that meet these demands and provide hope for the future?