In the past, conscious consumers have found it difficult to make informed choices about the goods and services they buy. However, the explosion of digital technology and social media is fast bringing this challenge to an end. Today it is easier than ever for consumers to identify and reward companies behaving in socially responsible ways.

The conscious consumer is someone who is aware their everyday purchase decisions are a means of bringing about positive change in the world. This could include buying fair trade, organic, locally made, environmentally friendly, animal friendly (including free from animal testing / free range / cruelty free) and products that are free from 

I learned about Black Milk Clothing when I first moved to Brisbane. I heard people talking about the brand as a bit of an internet phenomenon and then overheard girls recommending the brand to each other, in of all places, a night club toilet. Now, if your brand is being talked about in the loos you can pat yourself on the back for having achieved an important milestone.