Have you ever decided you wanted to support ethical brands, and have quickly found yourself utterly confused as to how to find and choose them? I have. Conflicting information, or a lack of information, greenwashing, rumours and even conspiracy theories have left me unsure as to what the ‘right’ thing to do is. And what if you have a few different options, but they are hard to compare to know which might be better, or at least the lesser of all ‘evils’?

Plus most of the information I find online is generated in first world countries, and this creates another challenge for me in South Africa – because we tend to do things differently. Often this confusion leads to indecision, and ultimately inaction.

And so this blog is meant to be an exploration of the consumer choices available to us, to find out what our best or at least better options are, so we can intentionally make sustainable decisions on a daily basis – thus with our better judgement.

This blog is also a journey. I don’t have all the answers, and I also don’t believe in a one-size-fits-all approach. Leading a more caring, thoughtful, sustainable, ethical life is going to mean very different things for different people – because these kinds of lifestyle changes have to be practical and fit your world and ideals to succeed.

For this reason, I really want to hear from you – so please post a comment, email me offline, or get in touch to write a guest post, and let me know your ideas.



  1. As a born-and-raised vegetarian, you’d think it would be easier to make sustainable decisions. So true about the muddied waters, and about the need to be practical in this journey. Will definitely be following! 🙂


    • I’m so glad to have discovered your blog – it’s gorgeous! I’ve added it to my resources page. So much inspiration for me to dig into. Thank you! 🙂


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