Here’s things modern consumers like: efficacy, forward-thinking products, and a clean-living back-story to their brands. Procter & Gamble kick-started the year teaming up with TerraCycle and Suez to announce its new recyclable Head & Shoulders shampoo bottle made from beach plastic, said to be a world-first. Such was the success of this creation that P&G received the United Nation’s Momentum for Change award in the Planetary Health category in October this year.