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Ethical brand ratings and accreditation since 2001

How The Good Shopping Guide Helps Combat Greenwashing


It’s not uncommon for companies to make grand promises about their commitment to the environment. Unfortunately, these pledges often fall short in practice – a phenomenon known as greenwashing. Greenwashing occurs when firms claim to be environmentally friendly without making meaningful changes to their operations. This misleading practice can erode consumer trust and undermine genuine efforts towards sustainability.

At The Good Shopping Guide, we take a stand against greenwashing. The ETHICAL mark is a trusted symbol that only appears on the products and services of companies that truly deliver on their environmental and ethical pledges. We pride ourselves on rigorous, independent research to uncover any false claims or deceptive practices. Our mission is to ensure transparency and integrity, making it easier for consumers to make informed ethical choices.

Our Principles

  • Independent Research: We conduct thorough, unbiased research to verify the claims made by companies. Our team scrutinises various aspects of a company’s operations to ensure they meet our strict ethical criteria.
  • Transparency: We believe in absolute honesty with the public. Companies that fail to provide transparent and truthful information will never earn our endorsement.
  • Strict Ethical Criteria: Our ethical standards cover a wide range of issues, including environmental sustainability, human rights, animal welfare and corporate behaviour. Only companies that meet these rigorous standards can display our ETHICAL mark.
  • Commitment to True Ethical Practices: We endorse only those companies that consistently demonstrate genuine ethical practices. Our ETHICAL mark signifies a company’s authentic commitment to making a positive impact on the world.

For nearly 25 years, The Good Shopping Guide has been a trusted, independent authority for consumers seeking to make ethical choices. From our early days in print to our current, free-to-access online platform, we have provided comprehensive Ethical Ratings tables for a wide range of consumer products, from soup to energy suppliers. Our mission remains: to empower consumers with the knowledge they need to shop only from genuinely ethical companies.

The Value of The Ethical Mark

The ETHICAL mark is more than just a symbol; it’s a testament to a company’s dedication to ethical practices. It helps consumers identify and support brands that are making a genuine difference.

By choosing products and services with The Good Shopping Guide’s ETHICAL mark, consumers can be confident that they are supporting companies that align with their values and contribute to a better, more sustainable world.

Complete a Free Initial Assessment form for quick feedback from our research team on your potential for accreditation, or contact [email protected] with any further questions.


This is a part of a series written by Kat Alexander – one of the Directors of The Good Shopping Guide – to share important information about The Good Shopping Guide and its work supporting and promoting the best ethical companies.


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