Our Western consumption behaviour has an impact on human rights, the environment, children and animals. Deep down inside we know that things must change. 

Is nothing happing today? Yes! There is already a lot. We don't have to wait anymore. Although we wonder why so little is visible and why the change is so slow. Studies by, among others, the World Economic Forum, PWC, KPMG, EY/Beacon, McKinsey, Harvard Business, Gallup, CAP Research Institute and Motivaction conclude that consumers want to become more sustainable, but their purchasing behaviour does not match this. Products are not easy to find, information about the product, producer and chain can hardly be traced or verified, the price difference with the 'regular' offer is usually too large and therefore reserved for a select group of consumers.

With this contemporary idea, the road is cleared to more sustainable consumption behaviour and we can contribute to raising awareness about a different and more sustainable society.

From these norms and values we have drawn inspiration and 'translated' them into contemporary and unique idea. With the ambition to pave the way to sustainable consumer behaviour. Helping with advice and deeds households to discover what is already possible today and offering the opportunity to make their judgement about raw materials, environment, human rights and social relevance of brands. The result? An interactive platform where only products and brands can be found that make a positive contribution to our society. Affordable and accessible to the masses. Where households are helped with advice and action and where one is offered the opportunity to contribute a judgment or supplementary information. 

It's never a bad idea to live by certain wisdoms to make sure you stay on the right path.

Inspiration is drawn from our Australian roots. Enriched by contacts with different tribes and generations of Aboriginal people. Particularly primal people who have previously overcome important issues of a sustainable society. The past shows us the way in maintaining social cohesion, avoiding conflicts, dealing with overpopulation, preventing the degradation and destruction of our environment and the use of non-renewable resources. In Aboriginal culture, each individual is important, has a role to play in the community and is accepted for both their strengths and limitations. Sharing and passing on knowledge is a greatly promoted value. Where collaboration is crucial. Where every individual counts and is accepted. Where sharing and passing on knowledge is indispensable. Where respect for nature prevents damage and destruction of the environment.