Brands can become partners for consumers who like to weigh and measure everything before they purchase. The bond created with a company that offers relevant content is much stronger than the bond with a company where you just buy something. But who will fulfill this role?. Will it be the technological companies?. Will Apple or Samsung help consumers to waste less?. Or will it be the media companies?. Will Facebook become even more integrated into our day-to-day lives, so that it can give concrete advice?. Or will its be the energy, telecom and foodstuff suppliers?. Will my telecom provider help me to optimize my use?. Will a company like Unilever assist me to eat more healthily, or will that become the task of the retailer?.