FAQs - Good On You


Who runs Good On You?

Good On You was established by Ethical Consumers Australia, a non-profit organization. We are a commercial business that is driven by a social mission – to create a world where consumer choices drive business to be sustainable and fair.

Good On You is owned jointly by Ethical Consumers Australia and the founding staff team.

Why is Good On You important?

We believe it’s too hard for people to make good purchasing choices. There are thousands of products on the market, dozens of ethical issues, and there simply isn’t time for most consumers to do in-depth research on their purchases.

We know people care about working conditions, animal welfare and the environment, and we want to drastically decrease the effort required for people’s shopping baskets to reflect their values.

Ethical consumption doesn’t have to be a niche activity. Good On You will make it a real option for millions of consumers around the globe.

How does Good On You make a difference?

Good On You harnesses the power of millions of shoppers who want to shop to their values. We create direct impact every time a user buys from a better rated brand.

When a critical mass of users turn towards brands that avoid harm, we create a movement for change.

Retailers will begin to feel  the hip pocket and will be forced to change. And people around the globe will enjoy a fairer and more sustainable future.

How is Good On You funded?

Good On You is a social impact business that uses revenue from trading to drive social change at scale.

So far Good On You has been made possible by founder contributions, crowdfunding campaigns, grants and seed capital from social impact-driven investors.

Our ongoing income is derived from three main sources:

  • We connect well-rated brands to our large user base of consumers looking to make better shopping choices with content marketing. This includes special offers, sponsored blog articles, newsletter spotlights and social media posts.
  • Some of our content contains affiliate marketing links. When you click on these links and visit an eCommerce store such as an ethical brand’s website Good On You may receive a  commission for any purchases you make.

Note that we only work with brands rated “Good” or “Great” using our transparent rating methodology described here. In this way we can help promote the good work of the very best ethical fashion labels, and encourage others to improve their practices.  When a Good On You article is sponsored, this is disclosed to users.

  • Since launching, we have we have developed a robust system to assess brands on the issues shoppers care about and a data set comprising thousands of brand ratings. We offer access to this data and expertise to retailers worldwide who are looking to know the impact of their brand portfolio, stock more sustainable brands and give their customers the impact information they’re looking for. We have entry-level packages for small retailers through to enterprise solutions.

Please email us at [email protected] for more information

Why isn’t my favorite brand listed yet?

Good On You is a fast growing service. We are adding more and more brands each week! If you would like to suggest a brand for us to investigate, please use the ‘suggest’ function on the free Good On You app available in the App Store and on Google Play.

How does Good On You rate brands?

In short, we aggregate all the relevant public information available from certification schemes (Fair Trade, Global Organic Textile Standard, Cradle to Cradle and many more), from NGO investigations and from brands’ own statements.

Ethical shoppers demand transparency and we’re here to reward brands that are meeting  consumer demands.

For detailed information on our brand ratings, please see how we rate.

How do we collaborate with brands and retailers?

Good On You works with the best-rated brands to help them promote their positive stories. We offer content and affiliate marketing services for brands that want to reach the Good On You community. We only work with brands rated ‘Good’ and ‘Great’.

Good On You helps fashion retailers and platforms to know the impact of brands and empower their customers to buy better. We provide data-driven tools for businesses to assess, source, and promote sustainable brands.

Please contact us if you’re keen to collaborate.

Why is B-corp not involved in your list of certificates?

We use certifications where it is feasible to map the fact that the brands holds a certification to the specific issues in the fashion supply chain that impact on people, the planet and animals. B Corp certification is available for companies that score 80 points or more out of an available 200, across 6 different areas some of which are not related to the impacts of fashion that we look at.

It is not possible to work out just from the B Corp certification whether the brand is addressing a specific issue. In addition the brand is in most cases separately communicating how it addresses each of the issues we look at and so there is a risk of double counting.

We strongly support the B Corp movement but have not found a practicable way (nor a need) to include B Corp certification in our scoring system.

How many brands has Good On You rated?

The Good On You app includes ethical brand ratings for 2,200 brands (at January 2019), including mainstream fashion labels and smaller, more ethical and sustainable brands.

Our ultimate aim is to rate any brand that you can find! So we are always adding more brand ratings as fast as we can.

How does Good On You decide which brands to rate?

We aim to rate every brand that Good On You users want to know about. We’ve started with hundreds of major mainstream brands and hundreds of smaller ethical brands.

If you have a suggestion for a brand to rate please use the free Good On You app to let us know.

How do I use  Good On You to find the best ethical brands and items suited to me?

You can find ethical brands by on the Good On You app by name or by product category (shoes, jeans, dresses etc). In early 2019 we will  add the ability to search  by issue (vegan, Fair Trade, organic, country made and more). You can also review our curated content on topics like brands that empower women or brands that are made in your country.

When you search a brand, Good On You suggests alternative options that are similar in style and price but have a higher ethical rating.

You can search for the best brands in a category like dresses, jeans or shoes, and then refine your search to limit it to brands in a certain price bracket, that make clothes for kids, men or women, that do or don’t sell online, that offer plus sizes etc.

How can I share the app with my friends?

You can share a brand listing or article from with the app (top right of the screen) or you can send them this link.

In which countries is Good On You available?

Good On You brand ratings are available globally via the Good On You app for iOS and Android and the Good On You Brand Directory.

How ethical are vintage, second hand and rental clothing options?

The amount of clothing purchased globally has doubled from 50 billion items to 100 billion items in the last 15 years. In the same time the global population and economy have grown at less than half that rate!

Finding ways to get more use out of each piece of clothing is essential to reduce the impact of our fashion choices on the planet. Circular Fashion argues that we need to transform the way clothes are designed, sold and used to break free from their increasingly disposable nature. Pre-loved and vintage clothing sales, clothes swaps and rental schemes are key ways to address this.Buying second hand is also supported by labour rights campaigners as it helps to slow down the ever increasing speed that we use clothing, and so reduces the negative impacts of the fast fashion cycle on workers in the supply chain.

However without care and consideration, second hand and rental businesses can create their own problems. In the case of  rental marketplaces featuring ‘on-trend’ brands, styles still become obsolete alarmingly quickly, contributing to the problem of excess textile waste. It’s important that all clothing can be recycled or upcycled and pressure should be applied to brands to do this. As a society, we also need to make sure that we maintain pressure on brands to produce more durable clothes, in a more ethical way.

The second hand market can also contribute to some worrying outcomes for people and the planet if not managed carefully. Only a small percentage of donated clothing is of sufficient quality to be re-sold, with cheap fast fashion less likely to survive the sorting process. Developing countries are inundated with unwanted clothes, so much so that some countries such as Rwanda, Tanzania and Uganda have banned, or are considering banning, used clothing turning up on their doorstep. The excess clothing problem is outsourced to countries with less capacity to deal with it and can often destroy the local clothing industry.

With these issues in mind Good On You strongly supports circular economy initiatives. We don’t currently provide ratings for second hand and rental clothing businesses, but we will be taking a closer look at these issues as part of our ongoing review of the Good On You brand rating methodology. See here for more information on our ratings.

Why do some fast fashion brands get an ‘It’s A Start’ rating on Good On You?

The Good On You rating system takes into account a brand’s public commitments and initiatives about how they are protecting people, planet and animals.  A number of big fast fashion brands have taken notice of the millions of people who have been calling for change, and have introduced various schemes such as in-store recycling, sustainable collections and vegan products.  Others have joined global alliances and set ambitious targets to reduce the impact of supply chains. This is reflected in the brand’s rating as a matter of fairness and transparency.

Despite evidence of progress, Good On You recognises that the fast fashion business model is not sustainable, and cheap, mass-produced clothing that’s designed to quickly become obsolete is inherently damaging.  This too is reflected in a brand’s rating.

Ultimately Good On You aims to drive industry change by empowering shoppers with information they need to choose better. We want to celebrate those brands that are showing meaningful progress and encourage the rest to improve. Good On You only partners with and promotes brands rated ‘Good’ or ‘Great’.

Will you rate brands in other product categories like cosmetics, homewares or services?

In the future we plan to include other consumer product categories like cosmetics and personal care items, homewares and electronics, based on requests from users.

How can I get involved to help empower consumers to change the world as they shop?

Spread the word – The more people we can get using the app, the more impact we can create together! Send your friends this link to download the app.

Tell us what you think – Vote for brands you want to see rated that are not already on the app, make suggestions for new ways to help shoppers find ethical and sustainable options, give feedback.

Why does the Good On You app ask for my location?

Giving permission to know your location is optional. If location services are turned on, then the app can provide you with information about brands that are available for purchase near you.

Once you have found a brand you are happy with, the app lists the closest retailers, including online retailers.  And if you are looking at a brand that does not perform well on the issues you care about, then the app can suggest alternative brands that are available near you.

I have information about how a brand is performing on its labor, environmental or animal protection policies. Where can I send it?

Good On You aggregates publicly available information, including where possible relevant  research undertaken by investigative NGOs, unions and journalists. If you become aware of public information that we don’t seem to have included please contact us.

I have a different question. How do I get in touch?

We’d love to respond to your question, feedback or suggestion.