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Today we are attacked by a huge amount of information and suggestions for a more conscious living. It is either printed as a book standing on our shelves, posted on a Facebook profile, shared by a YouTube video.. We agree that it is better to live more eco-friendly, to reduce our ecological footprint, to consume less industrial, more fair-trade products and so on. The information is there, but is it really easy to pick the correct alternative and give it a try?