Leading Canadian media brand Can West hired Ci to advise them on how to cover sustainability for the urban 18-34 year old. Based on our expertise on consumers and sustainability, Ci created content that fulfilled a key consumer insight from the SHIFT Report - “Help Me Be a Conscious Consumer” - and directly linked to the Four Barriers to Conscious Consumption™. This included developing the ‘Tip A Day’ for a month-long 30 Days of Sustainability event, regular columns and coverage tapping into the Four Pillars of Sustainability™.