My name is Jay Kilby, and I am the creator and owner of Think 2100 (formerly WeBuyItGreen), which is located in Redmond, Washington. I received a doctorate from The University of Chicago in 1991 (seems eons ago now) and have since led a career in teaching.

The purpose of Think 2100 is to assist the socially responsible consumer. It is apparent that our current habits are not sustainable. We choose products primarily on the basis of quality and price, but sticker price does not reflect the true cost of what we buy. For example, the International Center for Technology Assessment estimates that if Americans were to include in the price of a gallon of gasoline the military costs of protecting their oil resources, the health care costs from pollution created by that gallon, and the costs incurred from its climate effects, the price of a gallon of gasoline would be $12, not $3 (Lester Brown, Plan B 4.0, p 17). Although people are becoming increasingly aware of the long-term costs we are paying for carbon emissions, most of us remain unaware of other environmental costs incurred from our current consumption habits. The price of a chicken at the supermarket does not include the costs incurred from dead zones in our major estuaries, which are caused primarily by agricultural runoff. The price of a typical bottle of shampoo does not include the costs incurred from the endocrine disruptors it contains, which flow from the shower drain into our waterways, having detrimental effects on aquatic life and probably human life as well. Market prices are faulty indicators of what our children and their children will pay as a result of our present choices. This site is intended to encourage people to think about those future, public costs, and then choose responsibly.

But given the proliferation of environmental labels and claims companies are making to sell products, many consumers are confused about which of these claims are trustworthy. Think 2100 sets clear standards for environmentally and socially responsible products, finding merchants that sell these qualified products, and listing them on a single site for consumers to compare. We do research that most well-intentioned consumers do not have the time to do and are paid by the merchants we select for the sales and traffic that we generate for them. To view the criteria used to select products for our site, visit our Meaning of Green page. If you would like to dig a bit deeper and know more about why particular products have been selected for our site, the Think 2100 Blog includes concise articles that explain this further as well as links to other reliable consumer resources.

At Think 2100, we recognize the power of the marketplace. Our goal is to harness this power by giving consumers the information they need to make choices that are mindful of future generations.