How we work
We think that information should be availble for consumers. That is why we search for the answers to our carefully targeted questions online: on the websites of the brands. Neatly, this approach measures a brand’s transparency: no information=no point.
To rank brands for their sustainability, we conduct two types of research:
1. Trend and best practice analysis
Our rankings are based on the answers to lists of very specific, closely targeted questions. It’s the quality of these lists of questions that really determines the accuracy of our rankings. That’s why our research team is constantly studying industry trends when it comes to labour conditions, environmental practices and climate change initiatives.
Using this information, we can make sure our questions focus on the most pressing issues, and are challenging enough that we can really tell which brands are taking their responsibilities seriously and putting real effort into improving their performances. At the same time, it means we can spot the brands that either aren’t talking, or aren’t walking the walk.
2. Brand ranking
Brand by brand, we scour their websites for the answers to our carefully targeted questions. Each sector has its own list of questions, but they all get assessed on their environmental performances, climate change efforts and labour conditions. Then we give each brand an overall grade.
For each brand, we make an online report card. Each one shows you exactly which questions we asked, and where we found the answers. Each brand also gets an overall grade – A for the most sustainable brands, and E for brands that are the least sustainale. Lastly, we use those grades to compile a ranking for each sector. That way, you get an overview of how your favourite brands compare when it comes to how sustainable they are. This is how the score is composed: