We live in a society that rarely rewards sustainable choices. Whether it’s an extra 50 cents for oat milk in your coffee, or the premium price of plant-based meat and dairy alternatives, the environmentally conscious option is regularly more expensive, more time-consuming, and less available.

It all begins with an idea.

Another environmental buzzword that gets thrown around a lot, and in a lot of different contexts, so what actually is it and why is it important?