To empower consumers to make informed choices about how they use the Earth's resources.
We will enable people to understand the impact their purchasing choices make with the ultimate intention of developing a new sense of planetary boundaries.
Imagine standing on the moon looking back at earth where each person takes just enough from what the earth offers to each of us. The planet is in equlibrium... in harmony... whole and complete.
A more technical version of this claim is:
To close the loop between earth's resources, industrial activity,
personal consumption and planetary boundaries by providing a consistent
ecological accounting method and supporting technology, delivering
the values to each actor in the economy.