I have an ecommerce website that focuses on selling products to optimize the consumer's personal live display of marine life. that industry of focus has a huge problem with "experts" spreading knowledge of routines that end up being inhumane, dangerous, or ineffective a majority of the time. There is a vast amount of "finding what works best for you" practices. Where should I start this adventure?
Maybe with a Vlog or explanatory site? I'm in a similar situation.
You have to start by testing your 3 assumption that your consumers want to become educated or that they care about ethics or efficiency. Does your industry see any of these things as problems? Do they want to change? Why haven't they already? Becoming a standard is a steep hill to climb. Remember, most people aren't comfortable with change and that education tends to be a slow process. What can you do to make change fun? What's the personal benefit to the consumer, not the marine life?