Despite this age of austerity, when it comes to food, healthy eating is still top of consumers’ agenda. For brands this is an opportunity to build trust and long-term relationships with consumers.

Less than 20% of Americans trust the government. Gen Y is demanding that authorities are transparent and accountable. Greenhouse, a plugin created by a 16-year-old, aims “to shine light on a social and industrial disease of today: the undue influence of money in our Congress.”

Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?

Honest by is a fashion brand which offers designer products and is completely open about the raw materials and manufacturing processes it uses. It is also honest about its pricing structures, offering a full cost breakdown of each garment.