Big brands like Toyota, Tesla, Method, American Apparel and Nespresso all adapt and cater to the new needs of responsible consumers. Fast cars on batteries, green detergents that actually clean, clothes not made in sweatshops, coffee which also benefits the producers have become important trends in recent years. Recent studies show that brands that manage a balance between satisfying the consumers’ needs and long-term benefits for the world as a whole are enjoying significant interest by consumers. Still there is an inherent contradiction in the idea of sustainable consumption. Brands’ purpose is to generate more consumption, so the small steps they make towards being green may be counterbalanced by the ever increasing drive for more sales. The harm may not come directly from the products, but collateral damage like over-consumption, packaging, wasting food, unneeded transportation will be hidden behind the otherwise green products. However, there may be a silver lining to this cloud. The digital age we live in means more and more information and interconnectedness. With time brands should learn to use these in order to share with consumers all aspects of their products. This may be a slow process but competition should eventually bring more information to consumers, and consumers should use it to shape the world they live in.