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?

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...

H&M has revealed plans to issue its first green bond in an effort to elevate its sustainability commitments. Amid doubts over the brand’s eco-friendly initiatives, the fashion giant is trying to restore trust with authentic green practices – but these plans will be met with intense scrutiny.

Democratic members of Congress have launched the Slow Fashion Caucus to bring awareness to the environmental impacts of fast fashion. As more governments and consumers call for action, people are expecting brands to alter their processes to be more environmentally conscious.

Three major UK fast-fashion retailers have signed an agreement to present 'only accurate and clear green claims' about their products. With people becoming increasingly concerned about greenwashing, brands should be aware that these plans can build trust, but they can also be met with scrutiny.

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?