In the sustainability sector, myriad NGOs, companies and governments painstakingly fret over consumers. How can we ensure sustainable products have shelf space in supermarkets? Will consumers buy them? Will they pay more? If this sounds a tad dramatic, consider this: in 2015, 150 world leaders adopted “sustainable production and consumption” as one of 12 sustainability mega-goals for 2030. Sustainable production & consumption is high on the agenda; change is afoot, like it or not.