There’s a sense of activism in the air. People are choosing better, demanding fairness and circularity from the things they buy or use. But it’s not an easy job. Finding ethical options can be painful and time-consuming.

Why? The problem is visibility.

Purpose-driven businesses face enormous challenges when trying to compete against big brands with big pockets; we’re in a world where a few marketplaces and search engines hold too much power, and unfortunately, value profit over impact.