Peter and Adrian in HuffPo Business

Peter Glatzer and Adrian Grenier have a simple goal — to help save the planet, one “shift” at a time. That’s the founding principal of SHFT, their digital media platform that allows users to read, watch, shop and share all things sustainable.

Now, before you chalk it up as just another “green” idea from a couple of holier-than-thou Hollywood types — Glatzer is an independent film producer and Grenier is an actor and filmmaker best known for his role on HBO’s “Entourage” — consider their philosophy for a minute. The idea is not to “wag a finger,” as they say some environmental organizations do to anyone who doesn’t upend their lives, but to encourage people — through SHFT’s original videos, marketplace and pop-up shops — to embrace subtle shifts in consumer and lifestyle behavior.