We have all been there. The bamboo toothbrush. The refillable everything. The oat milk. The cold press. The “clean” beauty routine. It feels like doing something. It is supposed to. But one in three sustainability claims lacks independent verification. And that turmeric on the label? It’s there. Just not necessarily in the way you imagined. 100% Sustainable™ examines what happens when ecological virtue becomes cultural currency and what, exactly, we are consuming when we consume it.