Its aim is to raise awareness about the need to use scarce natural resources wisely, and to encourage citizens to think about their impact on the planet when making purchasing decisions.
Kampaania eesmärk on tõsta inimeste teadlikkust sellest, et nappe loodusressursse on vaja kasutada targalt, ning julgustada neid mõtlema, millist mõju nad avaldavad planeedile, kui teevad ostuotsuseid.