# Idyllic Societal Supermarkets 'How It Should Be' Does the Right Thing for the Planet and People By Social Business Editor | Published 2014-05-24 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/how-it-should-be References: [facebook](https://www.facebook.com/hiSbeFood?fref=photo) & [hisbe](http://hisbe.co.uk/) Based in Brighton, United Kingdom How It Should Be (also known simply as hiSbe) might seem like a utopia but it's actually just operating on a very simple level making [healthy food available to more people](https://www.trendhunter.com/trends/harris-teeter) and making sure people get a living wage (or more!) when they are employed. "That starts with us selling better products from the brands and producers that care," the social enterprise writes on their website. "Because what you buy matters; every pound you spend is either a vote for how it is or how it Should be." Click through the featured gallery to see more mantras on How it Should Be -- plain and simple. **Contact Information** How It Should Be [website](http://hisbe.co.uk/) hiSbe on [Facebook](https://www.facebook.com/hiSbeFood) hiSbe on [Twitter](https://twitter.com/hiSbe_Food) hiSbe on [Pinterest](http://www.pinterest.com/hisbefood/) ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 45% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Key Themes Behind This Trend - **Sustainable Food Retail:** Opportunity to create supermarkets that prioritize healthy and environmentally friendly products. - **Ethical Employment:** Opportunity to establish businesses that provide fair wages and better working conditions. - **Consumer Activism:** Opportunity to empower consumers to use their purchasing power for positive change. ### Where This Applies - **Grocery Retail:** Disruptive innovation opportunity to transform traditional supermarkets into sustainable and ethically conscious entities. - **Food Production:** Disruptive innovation opportunity to develop brands and producers that prioritize health and sustainability. - **Social Enterprise:** Disruptive innovation opportunity to create business models that align profit-making with social and environmental impact. ## Related on Trend Hunter - [Social Good eCommerce Directories](https://www.trendhunter.com/trends/socially-minded-companies.md) - [Consumer-Run Supermarkets](https://www.trendhunter.com/trends/hyperburgers.md) - [Consumer-Driven Grocery Stores](https://www.trendhunter.com/trends/waitrose-home-of-food-lovers.md) - [Eco-Friendly Pop-Up Restaurants](https://www.trendhunter.com/trends/the-green-vic.md) - [Sustainable Toilet Papers](https://www.trendhunter.com/trends/asda-and-the-good-rol.md) - [Cruelty-Free Grocery Catalogues](https://www.trendhunter.com/trends/ethical-food-products.md) - [Shopping Basket Voting Systems](https://www.trendhunter.com/trends/shopping-basket-voting.md) - [Pop-Up Reverse Supermarkets](https://www.trendhunter.com/trends/reverse-supermarket.md) - [Value-Based Shopping Apps](https://www.trendhunter.com/trends/veebs.md)