August 2022: ethy has a vision for a world where shopping doesn’t come at the expense of the environment, people, or animals, and works with brands to audit and accredit their sustainable initiatives, giving savvy shoppers peace of mind through recognisable trust mark icons and one convenient, free-to-use sustainable shopping guide app.
Amidst soaring UK demand for ethically produced and environmentally friendly goods and services, more than one-third of UK shoppers now actively choose brands that can demonstrate good sustainability practices and values. Fighting the marketing trend for greenwashing and unproven sustainable manufacturing claims, the power behind ethy is a new audit and accreditation process* that gives consumer goods brands of any size the chance to validate their sustainable credentials. Brands passing the ethy audit in up to 35 environmental, social, and sustainable initiatives can use ethy’s hexagonal trust mark icons on packaging, digital, and advertising. Multiple category trust marks build into a visual Impact Hive that customers can quickly identify to differentiate the most conscientious brands.
From zero-waste stores to vegan cafes, cosmetics, food & drink, and fashion, over 100 brands have already undergone ethy audit and accreditation. They can now stand by their claims with ethy trust mark logos on their websites, marketing, and packaging, giving shoppers trust in their sustainable claims. The 2020 Compare Ethics Report showed that 83% of consumers would be more likely to trust a product’s sustainability claim if it had been verified by a third party.
*Formed in 2020, ethy set out to give all consumer brands the chance to prove their ethical and sustainable credentials by significantly lowering the cost of supply chain audits and accreditation while offering consumers a simpler way to recognise and shop for the most conscientious brands. In line with UN Sustainable Development Goals and partnered with organisations such Carbon Neutral Britain, WWF and the Association of Sustainability Practitioners (ASP) ethy is championing sustainable shopping through bright, visual ethy trust marks and a consumer app highlighting the best ethical brands.
