Nobody's perfect.
That's kind of the point.

In the era of overconsumption, an increasingly aggressive sense of sameness, and everything seemingly being owned by something else, we decided to get serious about how we spend.

Conscious was not created to shame or dissuade you from the brands, companies, and places you already go to. It's meant to help you make an informed decision, and to hold companies accountable for how they run their businesses. We sometimes forget that we have purchasing power, and where you spend your money is one of the loudest ways to speak up.

So use this platform to keep tabs on your companies. If you want to go to Equinox, go to Equinox. There's nothing inherently wrong with that. But if you're torn between two gyms (one backed by messy money and drowning in labor accusations, and one that's founder-run, worker-friendly, and honest about its limits), maybe choose the latter.

Whether it's a single-storefront coffee shop in Brooklyn or a 250+ location chain, there's good, bad, and ugly to be unveiled.

No business is perfect. No brand is perfect. No person is perfect. We're not expecting that. We're just here to help you be a little more… conscious.

Together, we can make bad better. Or at least we can try.

Got something to say? Reach out.