SHFT.com is a multi-media platform that was launched with the mission to encourage a more sustainable approach to consumer lifestyle and behavior through video, design, art, and culture. The organization was founded by film producer Adrian Grenier and actor-filmmaker Peter Glatzer in hopes of creating positive environmental change through consumer decision-making.
The idea was conceived because the founders both desired to better the world by making sustainable decisions in the marketplace, but the execution was daunting. SHFT.com became a way to inform people of their options as consumers and to promote making sustainable choices. SHFT believes consumers have the power to make a difference and that sustainability should be “folded into the fabric of people’s lives, a part of people’s consciousness that touches everything people do.”
SHFT is meant to drive consumers toward a heightened awareness and sense of connectedness with the environment around them. The organization has chosen pervasive mediums like arts, culture, design, music, and film to connect to their consumers because they transcend borders and ideologies.
SHFT.com has fans and visitors from all over the world and has the ability to change the way that sustainability is perceived by the mainstream consumer. SHFT has the potential to “re-brand” the green market and make sustainable living cool, appealing, and possible to a new demographic. As their tagline reads, SHFT.com is “curating the culture of today’s environment.”