Making it easy for consumers to choose Ethical Brands

At The GOOD Shopping Guide, our mission is simple: to provide consumers with clear, trustworthy information about the ethical standards of companies and brands. Our comparison tables are free-to-access, and Ethical Accreditation allow consumers to make informed choices, ensuring their purchases align with their values.

A Consumer-Focused Ethical Rating System

The GOOD Shopping Guide is designed as a consumer publishing service that helps individuals compare the ethics of brands across various sectors. Our Ethical Comparison Tables assess major brands by evaluating their environmental impact, human rights record, animal welfare policies, and more (see How We Rate for more detail).  We independently verify brands through our Ethical Accreditation, which assesses companies against strict, measurable ethical criteria, ensuring our audience knows they are making the RIGHT choice.

A Comprehensive Ethical Rating

At The GOOD Shopping Guide, we take a holistic approach to ethical brand assessment. We assess them using over 30 different factors and any certifications, including B Corp scores when relevant. This allows us to create an overarching ethical rating that is:

• Transparent – Consumers can easily see where brands excel or fall short
• Unbiased – Our ratings are based on strict ethical standards, not just improvement efforts
• Comprehensive – We consider multiple certifications, sustainability reports, and ethical policies

Ethical Shopping Made Clear

Our goal is to cut through the noise and help consumers make purchasing decisions that align with their values. While B Corp is a great tool for business accountability, our Ethical Accreditation and comparison tables provide a clearer, more reliable standard for ethical shopping.

Click here to search for your brand and see how it compares….

For 25 years, The GOOD Shopping Guide has been the trusted authority on ethical and sustainability ratings. Millions have used the comparison tables to identify brand scores on all sustainability, animal welfare and fair trade issues. Our Ethical Accreditation formally endorses those brands that reach our ethical benchmark standard. This is held as a badge of honour by 150+ companies including Octopus Energy and Aviva. This makes complex ethical choices easy for consumers, employees and businesses.