What Do The GOOD Shopping Guide Readers Really Want?  

At The GOOD Shopping Guide, we’ve spent nearly 25 years helping consumers navigate the world of ethical shopping. Our Ethical Accreditation mark has become a trusted symbol, giving businesses credibility and consumers’ confidence. But who are the people behind the clicks, the searches, and the growing demand for change?

We recently shared a survey with our readers to understand more about how they engage with our site and what they want from our tables.  In the first of our posts, we share more about our readers.

Who are GSG readers?

Our readers are conscious consumers who care deeply about how businesses impact people, animals and the planet. They don’t just buy products; they make choices that align with their values. They’re curious, proactive, and willing to change habits if it means supporting brands that do better.

How do they engage with us?

• Regular & intentional visitors: Many use our website weekly or monthly, returning to check ratings before making purchasing decisions.
• Active seekers of alternatives: Most discover The GOOD Shopping Guide via online searches; they’re not passively browsing, but looking for ethical brands right when they’re ready to buy.
• Recognition is growing: Our Ethical Accreditation mark is being seen and recognised across websites, products and social media, strengthening its role as a trusted signpost for shoppers.

What do they want?

• Clarity: Simple, reliable information to cut through greenwash.
• Choice: A range of ethical options across everyday products, from food to fashion to finance.
• Trust: Independent research and accreditation they can believe in.

Why this matters for your business

By achieving Ethical Accreditation, your brand doesn’t just gain a badge; it connects directly with this motivated, value-led audience. The GOOD Shopping Guide readers are actively looking for companies like yours, and our research shows they respond positively when they see our mark.

For 25 years, The GOOD Shopping Guide has been the trusted authority on ethical and sustainability ratings. Our comparison tables have been used by millions to compare brand scores on all sustainability, animal welfare and fair trade issues. Our Ethical Accreditation system formally endorses those brands that reach our ethical benchmark standard. This is held as a badge of honour by 150+ companies, including Octopus Energy, Green People and Aviva. This makes complex ethical choices easy for consumers, employees and businesses. For a Free Initial Assessment or more information about how your brand can qualify for Ethical Accreditation, contact Annabel Wetton.