But where do you find that knowledge when choosing what to buy?
Read the leaflet with your next electrical appliance and you might find where it was manufactured, how to recycle the packaging or the energy it consumes when used.
Your washing up liquid bottle may reveal that the product is vegan, phosphate free or 'all natural'.
But nothing tells you whether, by purchasing that product, you're living within the means of the planet.
Our vision is to create a global network of services, manufacturers and customers cooperating to live in harmony with the Earth's ecology by participating in a new environmental accounting system that measures (where possible) the externalities of economic activity.
Co-operation, not competition.