Our project from Akzo Nobel has been to investigate the decisions consumers make when purchasing paint, and how they can be leveraged to choose sustainable paint over non-sustainable paint. The key element of sustainable paint is not their chemical composition, but the cleaner process of their manufacture. At the moment, the customer is unaware of where this difference lies, at times believing this paint to be of inferior quality, and at other times being unaware of any distinction at all. From a few customer/paint desk employees, we found that most customers could care less about how “sustainable” their paint is, nor did they know how to access this information. Following from this ignorance, our approach relies on finding a way to break through this barrier of ignorance and convince customers to care enough to make this sustainable choice.