Consumer behaviour is driving sustainability, and customers are intentionally choosing to relate to brands that share their values, and they expect businesses to assist them in adapting. Cahoo is a social learning and action model that combines behaviour science concepts, the SBI Feedback Model (Situation, Behaviour, Impact), and the circle of engagement paradigm to create a new model that fosters social learning and activity. To build a circular loop, it stimulates interaction, pushes consumers to take action, and provides feedback on the consequence. It allows users to create a community-led marketplace of sustainable actions and businesses to learn and grow as a collective. Cahoo also uses gamification elements to engage its users, such as challenges, badges, and rewards.