While the term ‘eco-friendly fashion’ once conjured up images of amateur hemp-based designs, sustainability has become a sought-after credential for luxury shoppers. Nearly three-quarters of Gen Yers and Zers, and 51% of Boomers, say they’re willing to pay more for sustainable goods and services, and these attitudes are bolstered by the feel-good aspect of saving the planet. In the US, 78% of consumers say they feel better when they buy sustainable products; as a result, brands and shoppers alike no longer feel like they have to compromise when it comes to ethical luxury. Whether they’re hunting for a vintage piece at Miranda July’s Selfridges charity shop, or trawling a Swedish mall for ‘upcycled’ goods, people are discovering how to get the most out of their available resources.

Timberland has collaborated with social enterprise Thread to create boots and bags made from recycled plastic bottles found on Haitian beaches. The move is the apparel brand's attempt to address people's growing environmental concerns, turning plastic waste into feel-good fashion.

Authenticity has long been a buzzword in marketing, but with 51% of people saying that less than half of brands create ‘authentic’ content, there’s a significant disconnect with audiences. Canvas8 spoke to Dr. James Oakley to find out what factors affect whether something is seen as genuine.

With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.