More than just looking for the best deal, consumers are increasingly looking for businesses whose values align with their own: those concerned about the sustainability of our forests can research which paper manufacturers source their materials ethically and in a way which does the least harm to the environment, Muslims can search for products carrying a halal certification, and animal lovers can ensure they buy makeup that hasn’t been tested on animals. Set to launch later this year, Sydney startup Zusa has taken this idea and is creating a ‘diversity business search’.