They open the laptop before coffee. They pack boxes after dinner. They answer the kind email and the rude one. They make the thing, market the thing, ship the thing. They do it all.

“Sustainable.” Few words are used as often today to describe products – usually to give buyers a good conscience. But can a purchase really be sustainable?

It sounds absurd but conscious consumption does not necessarily cost more, especially wiithout a present bias. Let me explain to you why focusing on cost-per-use beats chasing the lowest price every time.

Mission-driven brands are everywhere—at least, that’s what the labels say. But what sets the real ones apart? Here’s what I’ve learned from working closely with founders and seeking out brands that put purpose before profit.