Conscious consumption is not a new idea. But we're only half way there in getting it working: we've got the data. There is now tonnes of data and information on the stories behind all the products we buy and the companies we interact with. The next step, is to excite people about using that data in their daily lives, about the prospect of using that data to craft a good life - a life where every action we take is good to the people and the planet that we care about.