What the heck am I supposed to do about polar bears?

2 min readSep 17, 2020


Photo credit: @jacquelinegodany

Every conversation I’ve ever had with my friends about the climate crisis invariably comes down to this question in some form, and you know what, they’re right! What do you expect me to do about that, and melting glaciers and forest fires and… ?

It’s not that we don’t want to it turns out. Study after study show at least 77% of us want to do better, yet only 26% of us actually do.

If you are a retailer, you might want to consider the following: 80 million millennials live in the US today — the largest generation in history, moving into their prime spending years. They spend on average $26,000 a year on everyday things like food, entertainment and travel. When it comes to sustainable living, every purchase decision is up for grabs. Meaning the total available market is a whopping $1.6 trillion annually.

There is a big opportunity to help people shop better, and strengthen your position in the market. But it’s hard to qualify who’s actually in this 77% bubble.

For everyday people, taking action is easier said than done because:

(1) It’s confusing; (2) It feels inconsequential; (3) It’s tedious

So who acts first, people or business? Businesses react to demand, but if people are stuck, demand stays flat. A vicious circle.

Recently we joined Antler to build a startup we are calling smallfoot. We think we have an answer that will help people save time and money, while making a positive impact (the key is finding everyday small wins we can build on). For retailers, our smallfoot engine will give you brand new insights that drive up demand for green goods. A win-win.

We’re about ready to launch our prototype. If you are keen to be one of our first users, pre-register here!

Ready to step up your game?




smallfoot is run by Ray + Matthieu. We take the guesswork out of low-carbon living, helping you save time, money and emissions. Insta: @_stepupyourgame