How can we see the types of inconsistencies have in our response to the environmental crisis?
Why do we recycle bottles yet drive miles to purchase groceries? We take bags to the grocery story but buy fruits there shipped from South America. All of this illustrates the wild inconsistencies in our response to the environmental crisis now, with a new generation of technologies, we can access the ecological truths about any product we buy before we buy it. This radical transparency will enable customers to make smarter purchasing decisions, and will drive companies to rethink and reform their businesses. This powerful alignment of customers values with their purchasing power will foster a new age of competitive advantage.