Scam-busting, stunts and social media – the consumer champions fighting the cost-of-living crisis

From left: Joe Lycett, Holly Smith, Jack Monroe and Kwajo Tweneboa. Hair and makeup: Dani Richardson using Murad and Charlotte Tilbury. Set stylist: Lara Tarroni. All photographs: Pål Hansen/The Guardian Photograph: Pal Hansen/The Guardian

Joe Lycett, comedy avenger

The 33-year-old comedian and television presenter hosts his own consumer comedy hybrid show for Channel 4 called Joe Lycett’s Got Your Back, which won the 2021 Royal Television Society Award for best formatted factual. In 2020, Lycett changed his name by deed poll to Hugo Boss as a protest against the company of the same name sending cease and desist letters to small businesses. Last year he took on oil giant Shell for greenwashing, highlighting their emissions in a parody advert in which Lycett appeared as CEO Ben Van Beurden “repeatedly shitting out of his mouth”.