September 11, 2018 — How environmentally friendly is the coffee you drank this morning? The clothes you’re wearing? What are the social impacts of the chair you’re sitting on? Perhaps you’ve tried to find the answers to questions like these from retailers, but got no response, or just a vague “commitment to sustainability” statement?

A desire for products to be clean and green rather than drive climate change, wildlife destruction or modern slavery is a growing trend, particularly among younger consumers. But shopping ethically is often more easily said than done.

A poll of 20,000 people across five countries by consumer goods company Unilever last year found that 33 percent of respondents choose to buy from brands they believe are doing social or environmental good, with 21 percent saying they would actively choose brands if they made their sustainability credentials clearer on their packaging and in their marketing. At the same time, many people are increasingly skeptical of claims made by media, politicians and business. A 2016 survey by product transparency company Label Insight found that 75 percent of respondents did not trust the accuracy of food labels. 

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