Ethical brands: real revolution or fluffy fad?

Poor old millennials: maligned for their #shamelessselfies, their avocado toast, their general persistence in existing and need to rapidly tweet about it. But one thing that unites this generation of glossy-haired do-gooders is a trait that surely none of us can vilify: they – for the most part – actively want to buy and consume more ethically. 

The idea of ethical branding might have once upon a time conjured up little more than images of hemp sandals and compost toilets, but the ethical brands of 2018 are far slicker, less patchouli-scented beasts, whether we’re looking at fashion, food, homeware or even toilet paper.

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Emily Gosling

Emily Gosling is a freelance art and design journalist currently writing for titles including Creative Review, Eye on Design, Creative Boom and People of Print. She’s previously worked at Elephant magazine, It’s Nice That and Design Week, and was editor of Type Notes magazine. Her book Creative Minds Don’t Think Alike was published by Ilex Press in 2018, and she also plays bass as one-quarter of the eight-titted beast, Superstation Twatville.