Since BNNM was conceived in 2010, it has become something of a beacon for the conscientious and collaborative consumption movement in Melbourne. “Part of it is about conscientious consumption or collaborative consumption and asking the questions like who made it? Where is it going to go after I use it? Do I really need it? How much is ‘enough’?” DiMattina says. According to DiMattina, there are different models of new consumption. For example, some people would never consider going to a charity store but will go out and buy something new that is made ethically. While other people swap their wardrobes around constantly and share their things.