I was talking to a co-worker this morning about why something like the soon-to-launch World of Good marketplace is so important. I mean let's face it - we have plenty of options to shop responsibly these days. Maybe not enough, but certainly more than ever before. The problem is, it's just not that easy or convenient to do so. You almost have to adopt shopping responsibly as a hobby - devote what little free time you may have to seeking out merchants who can provide you with all the various products that reflect a truly people and environmentally positive consumer. I mentioned that while it's great that there are the die-hards amongst us that take this so seriously that they put great amounts of time and effort in to ensure their responsible consumption, the general masses just want, or need, to do what's easy. My colleague noted, and I'm forced to agree, that we fall into the easy camp ourselves far more often than the die-hard camp when it comes down to it.



So, rather than beat up society as a whole for being over committed and short on time as a way of promoting responsible shopping, why don't we work on making it easier? I think most people recognize that once someone's introduced to and gets excited about an opportunity to do something better than they currently do, they are then more motivated to put more effort and time into it. The brilliance of something like worldofgood.com is providing that first point of "easy" entry for shoppers of all sorts, introducing all sorts of products and a shopping experience that people can feel good about in one central location. Hopefully, this will inspire consciousness throughout people's lives, and remind us all when confronted with choices of responsibility over ease, that it's worth taking the extra time in order to do what's right for all involved.

At some point, this should becomes the easiest choice of all.