The 21st century has undoubtedly succeeded in making a lot of things much simpler – with the introduction of the Internet, all the information you could possibly need can be available to you at the click of a button. Amazon will even deliver some products on the same day you ordered them.

But even with this ease of information in the digital age, there remain some subjects that, try as you might, the truth just seems unreachable. One of those things is the ethics behind the products you buy. 

As the climate crisis, unfair labour practices and animal welfare enters the media consciousness, consumers are increasingly looking to try to make more conscious choices about where they shop, but a recent report by the Wharton School at the University of Pennsylvania reveals that this is something that consumers and retailers may not be on the same page about. 

The report revealed that, for Gen-Z consumers, willingness to pay more for sustainable products has increased by 42% in two years, but it also found that two thirds of the retail executives surveyed contrarily believed that consumers are not actually willing to pay more for sustainable products.

An additional report by the UK government in January of last year found that 40% of businesses’ “green” claims could actually be misleading. 

So, if you’re among the consumers hoping to ensure that their money goes towards a better future – whether that means supporting brands that are carbon neutral, committed to cutting waste, using resources responsibly, paying their employees fairly… how do you distinguish those who really care from those who are merely marketing? 

This is the question that Callum Miller aims to answer with his app, Ethy. He explained in a recent interview with _shift that his idea was sparked by a realisation: “There are a lot of consumers and shoppers out there that want to be able to trust the claims made by brands… they want to make it easier to put their money in a place which is going to build a more sustainable future.” 

Ethy claims to use a “corporate sustainability framework” developed in partnership with WWF and Carbon Neutral Britain which comprises of 37 different criteria spanning six different categories: stable climate, clean planet, responsible resource usage, healthy people, thriving communities and protecting biodiversity.

The framework does all the research for you when it comes to finding brands that are genuine in their efforts to create a more sustainable future. 

Miller explained: “Within each criteria; let’s say ‘powered by renewables’ or ‘reduce plastic’, you have a form of accepted proof. So when a brand applies for Ethy accreditation, to meet the criteria, they have to provide that form of proof.” 

The brands that successfully provide this proof are then featured on the app with badges of all the trust marks it has been awarded, alongside information about their practices and location.

Let’s say you’re looking for a brand with certified Fair Trade standards; all you’d have to do is look out for Ethy’s ‘fair trade certified’ mark and you can trust that the company’s supply chain has been verified. Brands can gather as many trust marks as they deserve, across all six categories.

The development of systems like Ethy’s sustainability framework is vital in a world where greenwashing is so prevalent – where marketing is more important than action. Most importantly, the app prioritises accountability – if your business isn’t certified by Ethy, why not, and how can it be?

“I want to be part of a world where every product on the shelf is environmentally and socially responsible,” said Miller, “We are a long way off, but we can get there.” 

While he may be right that we are a long way off a world of sustainable products, you can be sure that every product on Ethy’s digital shelves is environmentally or socially responsible. The excuses have officially ran out.