About Our Assessment

Assessment Methodology
Assessment Sources
Assessment Limitations

Assessment Methodology

We have tried to accurately distinguish more ethically preferable companies based on a simple screening process using existing assessment information. This includes information pertaining to the company record of both the related company and their parent company. Assessment covers the areas of environmental and social impact, treatment of animals and accountable business practice.

Companies receiving ongoing international criticism are assigned a ‘Boycott Call' , those with substantial criticisms are assigned a ‘cross' , and those with praises (and no criticisms) receive a ‘tick' . The remainder- those with no information – are indicated with a '~'.

Please note, the focus of this guide is on a company's track record, rather than the features of the products themselves. Products with outstanding features are however noted.

Outstanding product features indicate products which have outstanding ethical or sustainable features, including organic, GE free, recycled content, and fairtrade. The star indicates that some product items under the brand have the outstanding feature.

About The Sources

Please visit our sources page or download our Sources PDF document to see the sources used in assessment.

All assessment uses existing information. We seek to make this transparent and accessible to the everyday shopper, in a way that assists in making buying choices. We are aware that inclusion of sources is based upon opinion, yet we have used the principles below as a guide, and made note of the reasons for inclusion if they fall otuside those listed below.

We seek sources that are:

1. independent and impartial (separate from an organisations own claims),
2. recognised and reputable (not someone's blog site),
3. systematic and reasonable (have methodology)

Criteria for inclusion of sources:

1. Broadly relate to company record under the areas of environment, social, animals, and business governance.
2. Fall into one of three general categories:
   - external - independent assessment from a third party
   - voluntary covenant - company signs up to an external aggreement
   - self-disclosure - own reporting managed by third party
3. Not older than 3 years. If sources are dated prior to 2005, they have been included under "information" rather than "praises" or "criticisms" and so do not add in the calculation of the company rating.

Presently assessment sources include information on;

• Involvement in defence, uranium, gaming, tobacco, alcohol
• Business governance in relation to peers
• High or outstanding rating in sustainability indexes/ CSR reporting
• Publicly available environmental/sustainability report
• Emissions reduction
• Packaging & waste
• Water management
• Awards
• Animal testing
• Genetic modification
• Fairtrade
• Boycott call

Please see our sources page, and follow links to the reports themselves for more information.

Assessment Limitations

It seems unfortunate that a company is seen as ‘outstanding' because it has commitment to be free from genetically engineered ingredients, or refrains from animal testing, or has made a voluntary agreement to minimise packaging waste. All these things should be normal practice for business, however the reality is that these things are often secondary to profit. Common business operation is based on reducing expenses by every possible means which for the most part involves exploitation – of our planet, its people, and each of us as consumers. Let us redefine what can be considered ‘acceptable' and raise the bar by holding companies to account, encouraging company responsibility.

In making this guide both concise and practical we offer a somewhat simplified version of what is a complex web of company ownership, assessments and related issues. Please view this website as a starting place in developing a greater understanding of the connections between how we act and its effect on the world around us.

You may note that some large companies tend to rate well given the sources and methodology used. This may be because: some sources focus only on large companies, or larger companies have more resources to put into sustainability reporting and policy, or simply that there is limited information available on smaller companies.