The Inkling wants people to behave sustainably. The Inkling thinks consumerism is for suckers. The Inkling wants to encourage deep, critical and practical thinking and promote generosity (the Inkling shows disdain for greed) and action (The Inkling disparages inaction). The Inkling hopes to provide practical information, but in an entertaining way. The Inkling is serious but doesn’t want to take itself too seriously.