Methodology

What we look for

We look for companies that are making meaningful, verifiable efforts to do less harm, through their materials, supply chains, labour practices, or business models. There's no single checklist. A zero-waste deodorant brand and an ethical building society look nothing alike, but both can demonstrate that they're genuinely trying.

Certifications like B Corp, Fairtrade, and GOTS carry weight because they involve independent auditing. But they're not required. Some excellent companies haven't pursued formal certification, and some certified companies don't go far enough in areas that matter to us.

How we group things

Companies are organised by what you're buying — home, food, clothing, personal care — not by certification or industry code. The categories reflect the way people actually shop, so you can find a responsible option when you need one.

What we leave out

We don't list companies that rely primarily on greenwashing, offsetting, or vague commitments. If the only evidence of ethical practice is marketing copy, it's not enough. We also avoid companies where credible, unresolved controversies significantly undermine their claims.

How we handle affiliate links

Some listings include affiliate links. When you buy through one, we may earn a small commission at no extra cost to you. This is how the site sustains itself.

Affiliate relationships never influence which companies appear in the directory. Companies without affiliate programmes are listed on equal footing. We'd rather recommend something good with no commission than something mediocre with one.

Keeping it honest

This directory is maintained by a small team with finite time. We may miss things, and companies change. If you spot something off, a company that shouldn't be here, we'd genuinely like to hear about it.