Tomorrow is World Earth Day, and it is no surprise that most brands will have their PR in overdrive, identifying the best ways to position themselves as environmentally-conscious. While Corporate Social Responsibility (CSR) is part of every company’s DNA, the only ones making a legitimate difference are those going beyond the bare minimum, putting actual work into running conscious businesses. According to TRVST, an organisation driving social change, “about 70 per cent of the beauty industry’s waste comes from packaging. According to the latest reports from Zero Waste Week, beauty packaging amounts to 120 billion units every year. That includes plastic, paper, glass and metals, all of which end up in landfills year after year.”