Whether people identify as Christian, feminist or vegetarian, in a landscape that celebrates transparency, brands that share people's values tend to come out on top. Glia makes it even easier for people to find out which brands' morals mirror their own, meaning they'll never buy anything mindlessly again.

Beautiful craftsmanship and fine fabrics aren't cheap, especially given the 800% markup between factory and shop floor. But now that US start-up Everlane is cutting the middle man to make ethical premium clothing affordable, its ‘radical transparency’ could really shake things up.

Online retailer Zady sells products with a story. Founded by Ms. Darabi and her friend Maxine Bédate, Zady sells clothes dyed in a 1869 family owned factory, paperclips from a 1931 stationery company and leashes from a company founded by two friends who met while walking their rescue chihuahuas.

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?