My Sustainable Canada's mission is to advance knowledge and cooperation on sustainable consumption and to build greater understanding and support among decision-makers and the wider public by:

• Becoming the Canadian E-hub on consumer behaviour and sustainable consumption policy and research
• Developing tools that consolidate information on the sustainability of products and services in the most credible and user-friendly way possible
• Fostering direct outreach and partnerships with consumer groups, retailers, businesses, governments, NGOs and other partners
• Coordinating a civil society response to government  decision and policy-making on sustainable consumption