Meet Alex, a 21-year-old Environmental Studies major at the University of Waterloo who prides themselves on supporting local businesses that prioritize community over profit. After having a negative experience at Woch, a popular but profit-driven café near campus, Alex turned to the university subreddit to voice their frustrations. Known for their passionate opinions and active engagement in student activism, they often campaign for fairer business practices in the area, hoping to encourage a cultural shift toward more ethical consumption among their peers.