I always mention the possibility of ICT for revealing invisible data as energy, CO2 emissions, environmental impact… to the consumers.

But one risk of ICT is that it works also in the other direction, hiding environmental impacts and processes behind a web façade. One example I experienced recently was when I ordered postcards from Moo (from where I used to get my visit cards sent from London) and I discovered that the package was sent “par air” from New Zealand. For the consumer this process is completely opaque and there was no way for me to know that my postcards would fly half world to arrive in my postbox.

We need to think of ways of minimizing this, how do we provide consumers transparent information about the products they are buying? How do we make people to care of that information?