SHFT provides a digital space for users to see the many expressions of sustainability in daily life, from architecture to travel. By encouraging consumers to "shift" their choices to be more sustainable every day, SHFT's founders hope that businesses, politicians, and eventually the world will follow. SHFT is making waves, not with radical or guilt-inducing marketing, rather with helpful information to make sustainability accessible and attractive to everyday people. This approach is attracting traditional corporations to partner with them to promote the message of better, sustainable choices.