Conscious Consumers

Conscious Consumers began in 2010 as a New Zealand-based social enterprise, co-founded by Ben Gleisner and Melissa Keys. Gleisner, an economist and environmentalist, had a varied career, including running a café and working for the New Zealand Treasury, where he focused on the Living Standards Framework. This background, combined with his passion for creating a greater social impact, led him to establish Conscious Consumers as a charity to connect consumers with ethically and sustainably operating businesses.

The initial business model focused on accrediting hospitality businesses based on twelve sustainable and ethical practices. These businesses would display badges to inform customers of their commitments, such as waste minimisation, sourcing free-range products, or paying a living wage. The company launched a smartphone app in January 2013, allowing users to find accredited businesses and earn rewards for their spending, effectively enabling them to 'vote with their wallets'. The enterprise served both consumers looking to make value-aligned purchases and businesses seeking to market their sustainable practices to a growing demographic. Revenue was generated by charging business customers for accreditation and marketing services. By 2018, the movement had grown to include over 500 business customers and 20,000 consumer members in New Zealand.

The platform evolved significantly from its origins as a charity. In 2018, Gleisner relocated to the UK and launched CoGo, a for-profit technology platform that expanded on the original mission. CoGo integrates directly with banking apps through Open Banking technology to provide users with real-time data on the carbon footprint of their purchases. This transition shifted the business model towards a B2B offering, partnering with major banks like NatWest in the UK and CommBank in Australia, as well as accounting platforms like Xero, to empower their customers to measure and reduce their climate impact. The company, now operating as CoGo, has successfully raised significant capital, including a Series A round, to fund its global expansion.

Keywords: ethical consumption, sustainable business, carbon footprint tracking, social enterprise, fintech, B2B, consumer app, business accreditation, sustainability reporting, impact investing, Open Banking, climate action, responsible purchasing, green spending, conscious capitalism, New Zealand, CoGo, Ben Gleisner, ethical marketing, environmental impact