Given the vast number of brands and corporations that are competing for their customer’s money and loyalty, the presence of such quality standards should be of particular interest to any savvy consumer. Quality standards not only serve as a guide that customers can trust when making a purchase but they can also be thought of as a goal that product manufacturers and retailers should strive to meet or exceed within the scope of their business practices. The hope of the Australian Quality Council is that today’s consumers will become increasingly aware of the best products and services on the market. This heightened customer awareness will in turn inspire better business practices, benefiting all involved parties.