High streets are full of shoppers clutching bags-for-life, while coffee shops bristle with eco warriors discussing their low carbon footprints. But at a time when so many boast about their ethical lifestyles, why is Britain going nuts about paying 5p to help save the planet?

Traditional polystyrene packing materials have a detrimental effect on the environment, since they take thousands of years to break down. In a bid to reduce waste and encourage recycling, IKEA is now using biodegradable ‘fungi packaging’ to pack and ship its homewares.

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.

Zero Waste as a movement is not embodied by festivals, websites or organisations, but by bloggers and YouTubers who have a collective desire for polished beauty and a clean, minimalist aesthetic. How are these extremely eco-conscious consumers minimising their impact on the planet?