Helping consumers make ethical brand choices… since 2001

Ethical Shopping made easy – our free ethical comparison tables allow millions of consumers to choose better.

Every month, more and more companies apply for The GOOD Shopping Guide Ethical Accreditation – highlighting that proving your ethical credentials is no longer just a branding concern, but a key business priority across sustainability, compliance and corporate responsibility.

Our audience of opinion-forming ethical consumers wants to support brands that are doing GOOD, and access to trustworthy ethical information is more important than ever.

That’s why The GOOD Shopping Guide remains completely free to use. We believe that making informed, ethical choices should be free to everyone, anywhere. Whether you’re choosing a bank, a clothing brand or a plant-based milk, the information should be available to everyone – not hidden behind a subscription or a paywall.

How We Assess Brands

Not all companies claiming to be ethical live up to the standard. That’s why we apply a rigorous independent assessment process, looking at key criteria such as:

• Environmental Impact – Are they committed to sustainability, carbon reduction and eco-friendly practices?
• Animal Welfare – Do they avoid animal testing, use vegan ingredients, or support cruelty-free policies?
• Human Rights & Ethical Sourcing – Are they treating workers fairly, ensuring safe conditions and avoiding exploitative supply chains?
• Corporate Social Responsibility – Do they give back, operate transparently and uphold strong ethical values?

By analysing these factors, we ensure that only truly ethical brands receive The GOOD Shopping Guide Ethical Accreditation. You can find out more about how we rate businesses in our How We Rate section.

We know transparency matters. Our goal is simple: to empower consumers and encourage brands to do better – without ever putting up barriers to access.

Ethical choices should be easy, and we’re here to make sure they stay that way.

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.