As sustainability continues to dominate headlines, it can often seem like everyone is on a mission to shop ‘green’. But research shows there’s a value-action gap among American consumers – while they say it’s important for a brand to be sustainable, their purchasing behavior says otherwise.

People are becoming increasingly aware of what brands are doing behind the scenes. But what would cause shoppers to stop supporting them? Canvas8 surveyed 4,982 Americans and spoke to eight people to find out what they would do if a brand did something that didn't align with their values.

Justin Gallegos, an American university student has become the first professional athlete with cerebral palsy to sign for Nike. The sportswear brand is answering the call of thousands, who want those less physically able to be better represented in major sports brands' marketing campaigns.

We all have our favourite brand, the one we support unswervingly or whose products we buy no matter the price. So what do you do when they slip up – whether it’s a campaign or a corporate move that goes against what you believe? What will it take for you to forgive them?