WWF has gone cinematic to raise concerns of non-sustainable palm oil production that is destructive to tropical rainforests and wild animals. The new campaign, Unseen the Movie, calls people to see the real damage caused by unethical palm oil sourcing and do something to stop being part of the consumption system that stays blind to this issue. The centerpiece of the effort is a 2:40 film disguised as a thriller movie trailer, narrating a story of Jack Crawford who one day realizes the danger.

Today, being eco-minded is an integral part of living consciously. Consumers are switching to “slow” food, “slow” fashion, “slow” living, focusing on quality and durability rather than quantity and growth. People are caring not only about what and how they consume, they are questioning their impact on environment and society: consumerism is gradually giving way to mindful lifestyle.  Now, it’s not about owning or digesting more, it’s about consuming no more than you really need, making the most of resources and giving back to nature. Below, there are six growing trends that have been driving mindful consumption movement over the year of 2013.