In 2007, Gia Machlin founded EcoPlum, a green shopping rewards site, after finding that she wanted to do something greener and more rewarding. Machlin, who has worked in a variety of fields, realized she could conserve most in the area of consumerism — the site’s tagline is “Where it pays to buy green,” and it’s a practice she abides by. Machlin writes a blog on the site called “Confessions of a Reformed Consumer” detailing her transition from waste-producing consumer to educated environmentalist. The site covers everything from organic cooking to green conservation topics — and everything in between — aimed toward converting consumers to a more eco-friendly mindset. “[EcoPlum] is interested in reaching the consumer where they work and getting them to think about and change their habits,” Machlin explains. “We want to help businesses with their green engagement programs.”