The Conscious Consumer application allows users to find businesses that are undertaking ethical and sustainable practices - such as selling local, free-range and fairtrade products and recycling the waste they produce.
The application allows users to learn more about the positive impacts the businesses are making through these practices - for example the tonnes of waste they are diverting from landfills or number of animals that are avoiding factory-style farming.
Consumers are encouraged to 'check-in' to the businesses by scanning a unique QR code. In return for checking-in, some businesses offer loyalty 'rewards' to consumers - similar to the 10-trip coffee cards.
Businesses can promote specials to consumers, and these are featured on a specials board.