Launched in 2016, Ecofluent is a web-based initiative that provides resources for consumers to use in order to ensure their purchasing power for products and services is helping to create a sustainable marketplace and economy. Understanding that product labels and terms regarding environmental impact is confusing, Ecofluent lists the labels and certifications that are truly trustworthy by ensuring they meet strict criteria: third party evaluations and verification, absence of any conflicts of interest, nonprofit status, and ease of use accessible to all.

Sustainable products and services are often not accessible to individuals and families due to cost barriers. By leveraging the purchasing power of those who can afford a higher price, the laws of supply and demand will push prices down for these healthy, sustainable, and socially-just products and services, and thereby create a truly sustainable and healthy marketplace.