No secret score. No perfect brands.
“Ethical” isn’t something that can be reduced to one number.
A company might have excellent environmental practices but problems elsewhere. A product might use great materials but be difficult to repair. A brand might have impressive policies but not tell us enough about what actually happens in its supply chain.
So rather than pretending there’s a formula that can solve all of this, The Ethical Pick looks at the bigger picture.
And I’ll show you how I got there.
What I look at
Every brand and product is different, so I don’t use exactly the same checklist for everything. But these are the main things I consider.
🌱 Environment
What is it made from? How is it produced? What do we know about emissions, chemicals, packaging, waste, biodiversity and the product’s life after we’re finished with it?
Durability and repairability matter here too. A product that lasts for years can be very different from one that needs replacing every season.
👷 People
Who makes it?
I’ll look at things such as working conditions, wages, workers’ rights, human rights and what the company tells us about its supply chain.
🔎 Transparency
How much does the company actually tell us?
Are its claims backed up? Can we trace where materials and products come from? When information isn’t available, that’s worth knowing too.
🏢 Business practices
I’ll look at things like ownership, governance, company policies, commitments and relevant controversies.
No company is going to be perfect. The question is what the evidence tells us — and what you should know.
📜 Certifications & ratings
Certifications and independent ratings can be useful, but they’re not all measuring the same thing.
I’ll look at relevant certifications and ratings — such as B Corp, Fairtrade, Good On You, bluesign® and others — and, where it matters, explain what they actually cover.
A certification is a useful piece of information. It isn’t a free pass.
🧪 The product itself
For products I’ve personally purchased, I’ll also tell you what it’s actually like to use.
How does it perform? Is it comfortable? Does it feel well made? How is it holding up? Can it be repaired? And, most importantly, would I buy it again?
Where the information comes from
I try to keep three things separate.
What the company says
This includes information from the company’s website, policies, reports, product information and other published material.
It’s useful information — but it’s still the company’s own account of what it does.
What independent organizations say
This can include certifications, ratings, investigations, research and assessments from organizations outside the company.
I’ll tell you what these sources actually assess rather than simply treating a badge or rating as proof that a company is “ethical.”
What I’ve experienced myself
If a product is marked Personally Tested, I’ve bought it and used it myself.
I’ll keep my personal experience separate from the other research. One person’s experience isn’t proof of how a product will perform for everyone, but I think it’s useful information — especially when it’s clearly identified as such.
How I choose Our Picks
I don’t add up all the factors and produce a score out of 100.
Instead, I look at the overall picture and ask:
Is this a genuinely good option, and what should someone know before choosing it?
That’s why you’ll see a few different labels.
🏆 Our Pick
A particularly strong overall choice based on the available information and, when applicable, firsthand testing.
It doesn’t mean perfect. It means I think the product or brand stands out as a strong choice overall.
🔍 Worth Considering
There are good reasons to consider it, but there are also compromises or circumstances that make it less of an obvious overall pick.
⚠️ Things to Know
There are important limitations, concerns or trade-offs that I think you should know about before buying.
This doesn’t necessarily mean “don’t buy it.” It means don’t buy it without knowing the full story.
Other useful labels
Some products may also have additional labels that highlight something specific.
💰 Best Value
A particularly good balance of price, quality and ethical considerations.
🧪 Personally Tested
I’ve bought and used it myself.
These aren’t competing rankings. A product can be Our Pick, Best Value and Personally Tested at the same time.
What if the information isn’t clear?
I’ll say so.
Sometimes a company doesn’t publish enough information. Sometimes independent sources disagree. Sometimes there’s simply not enough evidence to draw a firm conclusion.
I’d rather tell you “we don’t know” than fill in the gaps with assumptions.
That’s also why you’ll see sources throughout the site. If something matters to a recommendation, you should be able to see where the information came from.
One final thing
The Ethical Pick isn’t here to tell you that there’s one perfect way to shop.
Different things matter to different people. Workers’ rights matter. Price matters. Durability matters. Environmental impact matters. Sometimes you have to make compromises.
My job is to make those choices a little easier to understand.
Your job is to decide what matters to you.