One core feature of globalised capitalism is that supply and demand, production and consumption are geographically separated. Consumers buying physical products have very little visibility into the supply chain and the participating organisations beyond the maker (the public brand) and the seller (the place of purchase). As consumers, we tend to stick with the story crafted by marketing and advertising, and assessing the sustainability of a product beyond this superficial understanding is a challenge we are not encouraged to take on.
When creating something new it is essential to name it. Whether it’s a product, service, or startup that you’re working on it has to have a name so you can identify it, identify with it and start telling others about it.