About Us
Meet The Founder: Emilia Hsu
Emilia is a junior at Taipei American School passionate about ethical consumerism. In 2026, she would like to create a future where students and brands can come together to engage critically in learning more about shopping mindfully. By becoming a leader of “My Conscious Cart” , she aims to empower her peers to make informed, choices while also encouraging brands to be transparent and ethical in their practices. Through social media campaigns, interactive workshops, and engaging shopping tours, Emilia plans to make ethical consumerism accessible, relatable, and fun for young shoppers, making it not only a choice but a movement.
Our Story of Discovering the Problem
I realized that many of my peers, including myself, often make purchases without knowing the ethics behind the companies we support. Research shows how common this is: nearly 9 out of 10 U.S. consumers still buy fast fashion, and in countries like the UK, India, and France, over 80% do this as well. Even though 81% of people say ethical sourcing matters, only 25% actually prioritize it when shopping. Ads on social media make this worse by focusing only on products, while the ethical information that does exist is hidden in long reports. The issue isn’t a lack of concern, but that young people don’t have an easy and approachable way to learn about company ethics, which is why so many continue buying unethically.