As the green movement evolves and companies try to better attract new consumers and maintain old ones, they need to focus increasingly on not only whether they (and their competitors’) goods are made of x% recycled materials, but also whether overall they are operating a good business. Enter the Ethical Consumer Research Association Ltd. This UK based company has offerings in products/services research for consumers, and consultancy services for businesses, by training a high-powered-morally-righteous-lens on the companies producing them. Ethical Consumer scores the brands based on 19 factors broken down into these categories: animals, environment, people (e.g. workers’ rights & supply chain management), politics, and sustainability.
And since they are such a nice company, we appreciate that they’re freely giving away with registration, 1) the surface-level charts of companies’ scores on everything from bread making machines to travel insurance, and 2) lengthy reports on the ethical factors impacting that good/service that you’ll find by scrolling down the page.
Check out their current freebie chart for cell phones. Based on the example of the phones’ abysmal scores, one can readily see the potential for brand differentiation by evolving into a halo-worthy institution.