It is increasing the awareness that the low-cost 'use and throw away' consumption model is not sustainable. Among its main consequences there are the excess waste and climate change, but also the inequality, labour exploitation and economic dependence of many poor communities on large MNE. Faced with unconscious waste, the need to bet on responsible consumption has moved large bodies such as the UN and the EU to establish the SGE12 for responsible "Consumption and Production" among their objectives. CARE (Consumption Awareness for Responsibility towards the Environment) goal focuses on the private sphere of consumption in individuals and families. Consumption occurs throughout life and the education for responsible and conscious consumption should be a part of cross-cutting training, something that only has started to happen recently but did not reach those who are now mature adults.

CARE will offer this education to adult consumers, with the aim of providing objective and non-biased information on the economic, environmental effects of their consumption decisions, covering also social concerns such as working conditions, gender gaps and the cultural impact of the production of goods and services.