A 20-year study shows that as we become ‘activists’, it is not just sit-down protests. Ethical purchasing-power shows shoppers are withholding cash at record-levels to boycott brands driven by their social or environmental concerns.

Dónal de Brún talks to Barry Clavin, Sustainability Climate Change Manager, Co-op about the study and how ethical spending will play a big part in the UK becoming net zero by 2050.