What Do The GOOD Shopping Guide Readers Really Want?

Part II: How Accreditation Drives Discovery, Trust, and Brand Switching

At The GOOD Shopping Guide, we’ve been championing ethical brands for nearly 25 years. Our mission is simple: to give consumers clear, trusted information so they can make better, and more ethical choices. But what does that really mean in practice?

To answer that, in a recent survey, we asked our readers how a certification can influence their shopping decisions. In Part I of our findings, we explored who they are and how they engage – now, in Part II, we dive deeper – examining how certification influences consumer behaviour and brand trust.

Can our Ethical Accreditation help consumers discover and switch to better brands?

• 71% of respondents told us they check a brand’s ethical status before making a purchase
• 64% said The GOOD Shopping Guide has helped them discover new ethical brands
• 57% reported switching brands based directly on the insights we share

Takeaway for businesses: Ethical performance is no longer a “nice to have.” It’s a deciding factor that directly drives purchasing behaviour.

How important is Third-Party Accreditation?

When asked how important our clear, third-party Ethical Accreditation is when making a purchase, 94% rated it as important to extremely important. That’s a powerful signal that consumers want independent verification, not just marketing claims.

Takeaway for businesses: Accreditation is not only reassurance for customers; it’s a competitive advantage in a crowded marketplace.

Does Accreditation from The GOOD Shopping Guide Increase Trust?

A clear majority (89%) said our Ethical Accreditation increases their trust in a brand.

Consumers are not only demanding higher ethical standards, they’re actively seeking them out and rewarding brands that can prove their credentials. Our Ethical Accreditation is designed to make those values visible and credible, with a clear ethical score that consumers understand and trust.

As these results show, aligning with The GOOD Shopping Guide gives businesses a mark that changes behaviour, builds trust, and connects your brand with consumers who want to buy better.

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.