About Us

There is so much eagerness to do good in the world but not enough instruments to give it effect. Businesses often ignore the drive to contribute to something positive and make us choose between bad options. We are aware that frontier industries such as sustainability, which rouse emotions and introduce new terms and technology, attract unscrupulous, opportunistic actors capable of eroding and exhausting that critical consumer will, wasting the potential of the moment. The seriousness of the problems we face mean we must be better. The urgent change we need demands we set an example to secure public trust and elevate the standards of others existing and entering into the space.

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We want to reverse all of this bad precedent, or at least be among those making an effort. We believe making an impact can be simple when made convenient and that individual acts add up. We know that people want means to do helpful things without distracting too much from living life. The world is changing and there is a strong current pulling in the direction we are encouraging but we will not be complacent. We intend to counteract the misleading claims and disappointing behaviour, setting a standard according to which transparency reigns and information is abundant.