Brands that are contributing to a stable climate are being proactive about measuring their impact, setting targets and actively reducing their emissions. This includes initiatives such as aiming for or achieving carbon neutral status, using renewable energy and investing in reputable carbon offsets.

Look out for these ethy trust marks which indicate a brand is accredited in this area: 

1. Stable Climate

We’re all about a clean planet with a flourishing ecosystem. Achieving this means using fewer plastics and exploring innovative new ways to package products, so brands that are contributing to a clean planet put recycling, composting, upcycling and waste reduction right at the top of their agendas.

Look out for these ethy trust marks which indicate a brand is accredited in this area:

2. Clean Planet

We need to be smarter about the way we use the Earth’s resources and approach development in a way that maintains sustainable balance. This means using water mindfully, keeping supply chains local and embracing a circular economy so we get the most benefit and value out of everything we use.

3. Responsible Resource Usage and Production

Healthy people make a healthy planet. Socially-responsible businesses making strides in this area will be focused on the health and wellbeing of their customers and providing products that support healthy lifestyles and contribute to public health as a whole. Think natural, organic ingredients.

4. Healthy People

Businesses can be a real force for good when they support the communities that operate throughout their supply chains. From social enterprises and cooperatives, to brands championing Fairtrade and the Living Wage, we believe all businesses have a responsibility to give back to society.

5. Thriving Communities

To create a truly sustainable world then we need to consider the wildlife that we share the planet with. This means transitioning to a greener way of doing things that respects our animal friends and supports ecosystems, habitats and thriving biodiversity. Brands working hard to protect the interests of wildlife will be vegan friendly, cruelty free and proactive about protecting natural environments.

6. Protecting Biodiversity and Animal Welfare

Most of us want to live a little more sustainably, but there are lots of factors to consider when you’re trying to make good choices for people and the planet. Plastic, carbon emissions, animal welfare, workers’ rights… It can be hard to know what to look out for.

And let’s be honest, a lot of the language around sustainability is quite bleak. We talk about ‘harm’, ‘damage’, ‘waste’ and ‘consequences’, so how can we get excited about a cleaner, greener tomorrow and actively choose good products when everything sounds so depressing?

Typically, if we focus on something, we get more of that, and we don't want more climate change, we want a stable climate, a clean planet, equality, and good health.

So, instead, we asked - what should we focus on to have the most impact right now? Which actions would help to make a sustainable future a reality?

This is why we created six overall sustainability paths to lead us into a sustainable future. It is how we can turn the negative narrative on its head and it starts with the way we talk.

For example, instead of climate change, we want to aim for a stable climate. So, let’s start asking ourselves, our community and brands around us - how can we create a stable climate?

This positive outlook is reflected in the language of our accreditation system for brands, which covers what we think are the most important areas of sustainability. These six areas of optimism – which we call our paths – will be vital if we’re to achieve a truly sustainable future.

Look out for our ethy trust marks which make it easy for brands to illustrate their accreditation and good green efforts in these areas. Trust marks help you see at-a-glance how the products you choose are making a meaningful difference – with no negativity in sight!

Six (optimistic!) things to look for when you’re shopping sustainably

Find out how to turn the tide on climate anxiety inducing talk and inspire positive action and empowerment in our everyday lives instead. 

ethy is built on a simple, but powerful vision: A world where shopping doesn't come at the expense of the environment, people or animals. 

Everything we do is based on our vision, and we’ll show you how we’re going to achieve it.

New Green regulations are helpful, but we don’t want to go backwards..

Since starting out in 2021 it’s been our mission to make it easy to shop sustainably. More than ever before people want to make a positive impact with the things they buy, but choices aren’t always clear cut.

A lot of brands make big sustainability promises, but as research shows, as many as 40% of green claims made online could be misleading. This is why the UK government has introduced the 

, to make sure brands walk the talk.  They have also published a  Green Claims Code helpful

This means that brands could face serious consequences if they say they’re sustainable but don’t deliver. Good news for consumers, but can be confusing for brands. We also don’t want to see breaks put on the sustainability discussion and take us backwards. So, what’s the solution?

Unlocking the power of sustainable shopping

We’ve been busy over the last six months talking to major sustainability leaders such as Carbon Neutral Britain, WWF, the University of Edinburgh, Social Enterprise UK.

 standards, to improve and expand the criteria and ensure that ethy accredited brands’ sustainability claims are verified with most relevant evidence

Old look - ethy used to look like this, with an infinity symbol resembling eyes as the logo: 


New look - Now ethy is looking like this, with a tick to represent accreditation and leaf for sustainability!

Making it even easier to see how brands are doing their part.

Look out for the new ethy trust marks! There are almost 40 instead of 16 allowing you to see clearly what areas brands are excelling at and shop according to your values. New trust marks include: 

Brands will now be able to use these new trust marks on their product packaging as well, which means keep an eye out in stores for ethy marks to help you make more informed purchasing decisions.

Six overall sustainability paths to lead us into a sustainable future

How do we know what to aim for, if we focus on the negatives? Typically, if we focus on something, we get more of that, and we don't want more climate change, we want a stable climate, a clean planet, equality, good health..

So, instead, we asked - what should we focus on to have the most impact right now? Which actions would help to make sustainable future a reality?

That's how the six paths were created, to lead us towards a sustainable future:

Our new hexagonal trust marks are designed to fit together to form an Impact Hive, which shows you the brand's sustainability profile in just one picture. Find the Impact Hive on ethy website and app profile pages for each brand. Start shopping sustainably 

This was removed because we wanted to focus on doing what matters most. We’re a small team and we want to ensure the best experience for our app users and customers.

Contribute to the UN Sustainable Development Goals (SDGs)

The accreditation remains derived from the 

, so shopping with ethy accredited brands means contributing to the Goals.

Updated look and feel, but works the same! The free-to-use ethy app allows you to discover sustainable brands across the UK.

 and inspiration to make simple changes and easy swaps so everyone can have a more sustainable lifestyle over time.

 and get your fill of fashion, food and drink, homewares, technology and loads more from ethy accredited brands you can be assured are making an impact without the greenwash.

And if you’re a brand committed to sustainability, 

 what ethy’s upgraded sustainability accreditation could mean for you.


ethy has relaunched! See what’s new

We’ve got big news to share! ethy’s sustainability accreditation standards have gone through a significant upgrade. 

At ethy, we want to bring responsible shoppers and brands together to shape a more sustainable future for everyone. This all starts with communication and understanding how we, as individuals, approach sustainability in our daily lives. So we took to the streets of London to find out whether shoppers consider sustainability when making buying decisions, among other important topics.

We asked the public questions on sustainability

Fill offer a range of refillable eco-friendly laundry and household cleaning products that minimise packaging waste and work effectively whilst being kind to the environment. All products are produced at their own family-run factory in Northamptonshire, using biodegradable ingredients and no harsh chemicals. 🌿

Fill supply their refillable products in 500ML glass bottles and jars, 10L bag-in-box, and even a whopping 20L container. For many of their products they offer a pick up and refill option for a zero-waste closed loop solution.

Have a look at their fantastic vegan-friendly 

Fill

Cleaning products without plastic & waste

Miniml has been awarded ethy accreditation for their commitment to a clean planet, stable climate, healthy people, thriving communities, animal welfare and responsible resource usage and production.

Miniml makes refillable cleaning, laundry and personal care products with a goal to create as little waste as possible. Passionate about sustainability, Miniml founders Emma and Scott, created a circular closed loop system that changes the way people consume cleaning products and think about their waste.

This means that when you buy from Miniml, you’ll be able to buy refillable products, which expands through their supply chain. Miniml supply shops with large containers which they then collect and refill over and over again.

Whether you are refilling your bottle with one of Miniml’s refill containers or visiting one of their 500 refill partners across the UK, they ensure that every bottle they sell gets re-used. Can’t get out to a refill shop? No problem, you can also purchase a large refill container for your own use and return it back to Miniml to refill when you’re done.

Miniml have also been awarded ethy’s Clean Beauty trust mark for providing full transparency on ingredients that go into its products. They only use formulations that do not contain any aggressive ingredients and synthetic chemicals. Miniml’s products are also Vegan, Cruelty Free and Made in the UK.

Miniml

Refillable cleaning, laundry & personal care products 

Eco Whipped Skincare is harnessing the power of nature to help nourish and restore your skin. Their skin care formulations comprise a variety essential oils thoughtfully selected for their restorative and health-promoting properties. 🌿

Taking a holistic approach to sustainability, Eco Whipped Skincare's collection of products are vegan, organic and cruelty free. Their range is all-natural and entirely free from harsh chemical and synthetic ingredients, meaning they're suitable for those with particular skin conditions or those with generally dry or sensitive skin. From unscented moisturises to floral body butters, Eco Whipped Skincare's products are handmade here in the UK to ensure the highest quality.

To further minimise their environmental footprint, all products are packed and delivered 100% free from plastic. Packaging is also made from recycled, BPA free cardboard and can be recycled ♻️

Eco Whipped Skincare

Food for your skin

NOICE takes the best of nature to create efficient, all- natural & zero-waste toothpaste. Their Anti Plaque Charcoal toothpaste is founded on two core principles: 

. 🦷🌿

A clean formula in a zero-waste packaging

NOICE Botanical toothpaste is formulated with all-natural & organic active ingredients sourced from responsible producers. Each ingredient has been selected with dentists. Free of fluoride & sulfates, their toothpaste uses antibacterial properties of essential oils combined with the strong stain removing power of charcoal to protect & brighten your teeth smoothly. Its botanical taste freshens your breath throughout the day! NOICE toothpaste formula is completely vegan & leaping bunny cruelty-free certified.

Your NOICE toothpaste comes in a glass bottle that not only looks cool on your bathroom counter, but is also 100% recyclable. The swap pump system helps you establish a zero-waste oral care routine easily. No more single-use plastic tubes ending in landfill.

NOICE toothpaste is also a super convenient way to stay topped up with eco-friendly toothpaste with a hassle-free subscription model, easy to pause and manage at no cost!

NOICE Botanical Toothpaste

Toothpaste without the waste

Clean beauty without aggressive ingredients and synthetic chemicals

Today's picks

A detailed explanation of refillable product(s) and refill system.

Brands can provide links to refillable products or visual evidence of their in store refill system. 

The company manufactures or sells (at least one) refillable products alongside an accessible way to refill these, or has set up and operates a refill system.

A brand or store can enable customers to refill their own containers by selling refillable products.

Refillable Products

The company operates a refill system or provides (at least one) refillable product(s) alongside an accessible way to refill these, designed to reduce the production and use of single-use plastics and other resources.

Clean Planet

Cruelty-free certification from a reputable third party.

The company is certified as cruelty-free by a reputable third party, demonstrating a commitment on behalf of the company and its suppliers, to not test ingredients, formulations or products on animals.

Cruelty Free

The company and its suppliers abide by cruelty free principles, meaning they ensure that no products, ingredients or components are ever tested on animals.

Protecting Biodiversity and Animal Welfare

Documentation demonstrating compliance with standards set out in EN 13432

Substantial percentage (51%+) of a brand's packaging must meet the industrially compostable criteria.

Materials undergo at least 90% biodegradation within 6 months in an industrial facility in the presence of oxygen, microorganisms and high temperatures (50–60°C).

Industrially Compostable

The brand manufactures or sells products or packaging that are industrially compostable, meaning these materials will degrade in an industrial compost environment.

Documented evidence of how the company empowers employees to live more sustainably.

The company has implemented a minimum of three of the below policies to empower employees to live and work more sustainably:

Support employees to choose active and low carbon travel.

Flexible work from home options for employees.

Implement and promotes a plant-based, healthy food policy.

Review estate landscapes to improve spaces for employees and clients.

Employees are trained about climate action and environmental policies.

Employees are empowered to reduce carbon and resource use.

Climate responsibility is written into employee job descriptions.

Employees are encouraged to bring ideas about sustainability to management.

Offers a cycle to work scheme for employees.

Empowered Employees

The company takes action to empower its employees to be happier, healthier and live more sustainably.

Thriving Communities

Visual or documented evidence of water efficient mechanisms and processes.

Links to products or services that are designed to ensure water efficiency.

The company has implemented a minimum of two of the below policies to minimise the wastage of water:

Installation of low flow taps and systems

Captures & recycles greywater in manufacturing systems

Redesigned products or services to be more water efficient

Water Efficient

The company is taking measurable steps to reduce the amount of water used and wasted.

Responsible Resource Usage and Production

Certification or documentation from a relevant organisation to demonstrate compliance with the above standard. E.g. OK compost HOME; Europe: prEN 17427 (2020) - Packaging.

Substantial percentage ( 51%+) of a brand's packaging or products must meet the home compostable criteria.

Home compostable materials undergo 90% degradation after 12 months at ambient temperature, in the presence of microorganisms and oxygen, in a domestic composting unit.

Home Compostable

The brand manufactures or sells products or packaging that are home compostable, meaning these materials will compost into soil at lower temperatures. Therefore these products or packaging are suitable for the compost heap at people’s homes.

Full list of ingredients, components or materials used for all products that are labelled as vegan.

Products specified as vegan are free from ingredients derived from animals – including honey, collagen, albumen, carmine, cholesterol and gelatin, keratin, lanolin, silk protein and beeswax.

The company must clearly label which products are vegan.

Vegan products must make up a minimum of 30% of the company’s offering. For example, if the company has 10 products on offer, at least 3 of them must be vegan.

The company has not already received ethy's 100% Vegan trust mark.

Vegan Friendly

The company offers a selection of 100% vegan products. Products specified as vegan do not contain any ingredient or component derived from animals, which applies also to the packaging and production process.

Copies of the company's commercial EPC certificates for all company premises.

The company's offices, workspaces, factories or physical stores hold a valid commercial EPC certification.

All EPC certifications have been graded B or above - meaning they have achieved a high level of energy efficiency.

Energy Efficient

The company is taking measured steps to reduce its energy use across company premises.

Stable Climate

Full list of ingredients used in any waterless product formula.

The product(s) must be an alternative to conventional products that most often contain water.

Products that the company labels as waterless, must be formulated without any water, though they may contain other liquids as a base.

Waterless Products

The company offers water-free alternatives to conventional products that most often contain water.

Detailed breakdown of how the brand practises a circular economy model.

The brand has implemented a circular business model that is designed to keep products and materials in use to reduce the amount of waste and pollution created. This can be a full business model or within a part of your operations e.g. closed loop supply chain with collection service; service for consumers to return and reuse of those materials, etc.

The activities are planned to be ongoing long-term, or at least minimum of next 12 months.


Circular Economy

The brand has implemented a circular business model that is designed to keep products and materials in use to reduce the amount of waste and pollution created.

Existing certification of Social Enterprise status by Social Enterprise UK, Social Enterprise Mark CIC, or alike.

If the organisation can provide evidence that they have met all of ethy’s Social Enterprise criteria for the past 12 months and do not hold an existing certification, then they can choose to provide the below proof to gain ethy’s Social Enterprise trust mark.

Governing documents (such as Memorandum and Articles of Association, SCIO Constitution, Trust Deed or other company Rules available in the public domain) which include the overarching social aims that the organisation is working towards achieving and rules on distributing at least half of annual profits towards achieving the social purpose.

Persons of Significant Control registrations, Shareholding Statements.

Company’s annual accounts and supporting statements.

Up to date (published within the last 12 months) social impact report with outcomes delivered for a minimum of 12 month period.


The organisation has set a defined primary social and/or environmental purpose, which means they are supporting the community in overcoming a need or a challenge.

The organisation must operate independently from the public sector or other corporate interests such as part or whole ownership by other companies with different interests.

The organisation reinvests or gives away 50% or more of any annual profits made towards achieving the social purpose.

The organisation obtains 50% or more of its income from trade.

The organisation is actively working towards and achieving the set social objectives, monitoring, evaluating and setting new targets.

The organisation is transparent about their purpose and activities through a social impact report​​ (published within the last 12 months) with outcomes delivered for a minimum of 12 month period.

Unincorporated organisations and start-up organisations (<24 months) are not eligible.


Social Enterprise

An organisation with a primarily social purpose, rather than being driven by the need to maximise profit for shareholders and owners. They reinvest or donate at least half of their profits to support the community in overcoming a need or a challenge.

Fair trade certification from fair trade standards auditors / accreditors such as: FLOCERT, The Fairtrade Foundation, Fairtrade International, Fair For Life, Naturland Fair

Or proof of membership as a Fair Trade Enterprise of the World Fair Trade Organization (WFTO).

The brand holds a valid certification, membership or licence that demonstrates that the products that they manufacture and/or sell have been sourced from a fair trade supply chain and are fair trade certified.

Fair Trade Certified

The products are sourced from a verified fair trade supply chain and are fair trade verified.

Specification of the components of packaging which are recycled.

Information on where the recycled materials are sourced from, e.g. ocean plastic, post consumer waste, etc.

Supporting evidence in the form of a letter from the recycling manufacturer or alike.

Minimum 51% of the brand’s primary product packaging has been made from recycled materials.

Minimum 96% of the packaging material is recycled.

Applies to primary packaging only. This is the packaging in direct contact with the product itself.

Recycled Packaging

Significant amount of primary product packaging is made from recycled materials (minimum 96%) that have been recovered, reprocessed and converted into new materials.

Name of the female founder(s), co-founder(s) or CEO.

The company must have an active founder, co-founder or CEO that is female.

The company must notify ethy if its leadership member is no longer part of the company.

Female Led

The company has an active female founder, co-founder or CEO.

Evidence of active Living Wage accreditation as a Living Wage employer.

The company pays the Living Wage to all directly employed staff.

The company also pays Living Wage to regularly contracted staff. This is staff who work 2 or more hours a week, for 8 or more consecutive weeks a year. The Living Wage does not apply to contractors that supply your organisation with products e.g. stationery suppliers.

The real Living Wage rates are currently £9.90 across the UK and £11.05 in London for ages 18 and over. Exclude volunteers and apprentices. Real Living Wage is independently-calculated annually by the 

, based on the best available evidence on living standards in the UK and in London.

For more information on Living Wage requirements please 

Living Wage

The company pays the Living Wage to all directly employed staff ensuring a decent standard of living in the UK and in London. Real Living Wage is independently-calculated annually by the Resolution Foundation and overseen by the Living Wage Commission.

Full list of materials used for the recyclable primary and secondary packaging.

At least one picture for each component of primary and secondary product packaging (exclude variations) with recyclability symbols displayed on the packaging.


Minimum 75% of the brand’s primary and secondary product packaging in total can be recycled through standard kerbside collection

A product packaging is considered recyclable if a minimum 96% of the packaging material can be recycled through standard kerbside collection.

Recycling symbols (by icons or words) must be displayed clearly on the packaging that can be recycled (excluding glass).


Recyclable Packaging

Significant amount of the brands primary and secondary product packaging can be recycled through standard kerbside collection.

Full list of ingredients for all products.

The company sells or manufactures products that are free from aggressive ingredients and synthetic chemicals.

All formulations are free from drying alcohols, silicones, chemical screens, fragrance/dyes and SLS, parabens, mineral oils, sulphates, pegs, petroleum, silicones, propylene glycol, microbeads, artificial fragrances and colours.

The company provides complete transparency on all ingredients that go into its products.

Empowering you to act for a sustainable future

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Six (optimistic!) things to look for when you’re shopping sustainably

ethy has relaunched! See what’s new

We asked the public questions on sustainability

Sustainable shopping at your fingertips

Your daily dose of eco-swap inspiration

Fill

Miniml

Eco Whipped Skincare

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