Claire Coleman, features journalist

“Asking for evidence in everyday life really matters and can make a difference because it holds brands and individuals to account. I write about the beauty industry, and every week I’m presented with the latest ‘miracle’ promising fuller hair, longer eyelashes, or younger skin. I always ask for proof, and increasingly, I get it. Companies are slowly realising that extravagant claims are no substitute for evidence. Seeing how asking for evidence has caused a positive change in an industry renowned for smoke and mirrors genuinely makes me believe that asking for evidence could change almost every aspect of our lives for the better.”