Brand innovators have a crucial role to play in making sustainable choices easy, meaningful and rewarding.

We think and hope that readers of this article already know that we face a serious ecological crisis in which every one of us, and every business too, will be required to change some entrenched behaviours.

Public awareness and anxiety have accelerated – Kantar data shows us that concerns about the climate and environment increased by 50% after the middle months of 2022, a period in which we saw numerous ‘unprecedented’ and devastating weather events across the world, along with increasing evidence of the bio-diversity loss that has attended lifestyle changes over many years.