A fictional and speculative design campaign inspired by ecolabelling as a design object and as a system. It prompts us to consider how our choices in life extend beyond the realm of groceries and affect the climate in myriad ways. Can ecolabels be applied to these bigger decisions, just as they are used to moralize about people's consumption and eating habits?

One approach to reducing the impact of affluence and consumption on our environment is to reduce the number of new consumers. This is an effective, permanent way to lessen the drain that these consumers place on resources. In line with this thinking, the proposed ecolabels would identify products that could possibly lead to, or prevent, the creation of new human beings.

By pushing the boundaries of moral discourse through provocative design, this project seeks to ignite reflection and discussion around the individual responsibility that humans have in addressing the climate crisis. In doing so, it poses difficult questions about the ethical considerations surrounding our actions and choices in life.