The 2019 Sign of the Times, published by Irish market research firm Banda, found the following information that we found very interesting. The research found that 83% of Irish consumers believe that sustainability is an important issue that needs to be addressed but only 51% actually make product choices based on issues of sustainability or climate change (the original report can be found here . So what accounts for this difference? Why do some people make ethical decisions and others do not even when faced with the same information? There are two things at play here: first, people are overwhelmed by the enormity of the global issues we are facing and second, it is hard to live sustainably. People need to believe that their actions have impact. People need to know that if they go out of their way to shop sustainably that it means something. So we need to arm people with the information they need to live more sustainably and the tools to put this information into action.