Fashion director and activist Gretchen Jones believes what we choose to create and consume can make a better world. With the right awareness and resources, everything we make, everything we buy and everything we engage with can be activism. With an all-female collective of volunteers, Jones recently launched Good Support, a platform seeking to connect the dots for Millennials (especially women) willing to pay for brands they believe in, but who remain reluctant to engage more directly with activism. Believing in the power of educating and activation, we can pave the avenue for creating a better future. Her macro focus is to bring deeper purpose to the consumption equation, through dedicating ourselves and our creative work to promoting the common good. When we empower good brands to create for good reasons, we help everyone learn how much our choices can matter. And through mutual support and collaborative education, we can create a better future together.