This document discusses developing an environment to support consumer behavior change in self-medication and healthcare. It notes that consumers are overloaded with information from many sources and channels. Consumers want self-medication options that are effective, safe, and affordable, and they want help interpreting health information and guidance from healthcare professionals. The document advocates giving consumers secure digital tools and clear distinctions between information and advertising. It also stresses the importance of high-quality, unbiased information to empower consumers and improve health outcomes.