FAQs
Here you’ll find answers to the questions we most often receive about our directory, values, and how you can discover ethical brands that champion social justice. If you have a query that’s not addressed here, please reach out – we’re always happy to help.
About fair&good
What is fair&good?
fair&good is a New Zealand-based online directory dedicated to empowering conscious consumers to create change. Our mission is to make it simple and easy for you to discover and buy from brands who prioritise social justice, environmental sustainability and community wellbeing. Our overarching goal is to make ethical consumption mainstream, so everyone benefits.
I’m new to ethical consumption – where do I start?
We have designed our platform to be easy to browse and navigate, with all the information you need to discover ethical brands and make informed choices. You can filter by category, values or certification to find brands that align with your values, priorities and interests. Each brand profile has direct links to their website so you can shop or engage with them directly.
What makes fair&good different from other directories?
We know you want to shop with integrity, so nobody gets hurt and everyone benefits. We are the only directory dedicated to bringing you the most comprehensive range of ethical brands so you can shop your whole shopping list ethically.
Our strict selection process ensures that every brand featured aligns with your values throughout the supply chain: fair wages, safe workplaces, responsible sourcing, sustainable materials, and a positive social and environmental impact. We showcase only those businesses and makers who share our commitment to social justice and transparency.
Can I buy directly from fair&good?
No, fair&good is not a retailer. We do not buy, sell or process transactions. We only link you directly to ethical brand’s websites to shop. We do not take a commission or benefit directly from any purchases.
Our Values & Impact
What are your values?
We have 8 values: Fair labour, Transparency, Community, Gender equity, Inclusiveness, The Environment, Giving Back and Consistency. Fair labour, Transparency and Consistency are mandatory for all our brands, while the others are values focused on by specific brands. Read more about our values here.
What Certifications do you recognise?
We recognise and trust many independent third-party certifications, including WFTO, Fairtrade, Rainforest Alliance, GOTS, BCSI, B-Corp and more. They are listed here.
How do you avoid “ethical washing”?
We rely on independent third-party certifications, knowing our direct traders and code of conduct agreements. Our Consistency value means we look for consistency across all activities within the supply chain as a protection against washing.
What is your impact?
fair&good sees ethical consumption as an alternative but complementary path to global development. As well as reducing poverty, increased income increases choice and agency. Our vision is workers in developing countries fairly rewarded for their work so their families and communities can thrive and prosper, free of poverty and exploitation.
About Featured Brands
What types of brands does fair&good showcase?
We highlight a diverse range of businesses, from fashion and accessories to homewares and gifts, from supermarket brands to beauty and personal care, all chosen for their ethical practices and dedication to social justice.
How do you select brands to feature?
Brands are chosen based on their commitment to fair wages, safe working conditions, sustainable practices, and their support for communities in developing countries, including rigorous standards of social and environmental responsibility. We look for transparency, consistency and integrity throughout the supply chain. While many are small-scale producers, co-operatives, and social enterprises, we also host many large brands.
We ensure that every brand meets our values and criteria including, where possible, independent third-party certification and/or supplier code of conduct agreements. Our listing policy includes ongoing research, auditing and regular updates to our directory.
Can large brands be ethical?
Yes they can be, and we feature some on the directory. Examples include Dilmah, Whittakers, Pategonia, Kathmandu and Ben & Jerrys.
Are the brands eco-friendly?
While our focus is on social justice, many or even most of the brands we promote also have a strong environmental focus and are committed to sustainable practices. Our Directory listings specify certifications and environmental impact, helping you make informed choices. Select the Environment value for brands with this focus.
Can I learn more about the makers or brands featured?
Absolutely! Transparency is key to our mission. Each brand has a Profile Page which includes their story, products, certifications, ethical journey and impact. From there, you can click through to their website for more information.
Can I source wholesale products for my ethical business?
Many of our featured brands sell wholesale. Visit our Wholesale category. Our Resources for Business page also has many useful sources.
I want to list my brand on fair&good.
To list your brand on fair&good you must meet our criteria. You must have a social justice focus and a connection to developing countries. We will send you a survey to complete. Reach out to us today.
Confidence in Making Ethical Choices
How do I know the brands listed are genuinely ethical?
We conduct comprehensive research before listing any brand, looking for independent certifications, transparent supply chains, and evidence of fair and sustainable practices. We update our directory regularly and welcome feedback or concerns if discrepancies arise.
Is ethical shopping more expensive or difficult?
Our platform makes access to ethical brands and ethical choices as easy as possible for everyone. While some ethical products may come at a higher price due to fair wages and sustainable materials, others may actually cost less due to shortened supply chains. Our directory includes a range of options to suit different budgets.
How can I be sure my choices are making a real difference?
By choosing brands with clear social and environmental commitments, you support fair wages, safe working conditions, and positive impact in communities. We share stories and evidence of impact on brand profile pages to help you shop with confidence and purpose.
You may think your contribution to social justice by shopping ethically is too small to make a real difference, but be assured that every ethical purchase counts towards making the world a better place. Your choices matter!
Can I trust reviews or information on fair&good? What should I do if I have doubts about a brand’s ethics?
We prioritise transparency and accuracy. Brand information is verified, and we encourage genuine user feedback. If you spot any inaccuracies or have questions or concerns about a brand, please let us know. We welcome your input and will investigate any reported issues, updating or removing listings if necessary to maintain a trustworthy resource.
Can I leave a review?
Yes, at the bottom of each brand profile page, we would love you to leave a review.
Keeping Up to Date
How do I keep up to date?
Is my information safe?
Yes. We respect your privacy and comply with relevant New Zealand privacy laws. We do not collect personal data, except as needed for communication or newsletter subscriptions. We never share your data.
Contact & Support
How can I contact fair&good?
Reach us via our Contact page or social media. We love to hear from you. We’re always here to help with personalised advice – just get in touch.
Can I donate or volunteer?
Can I suggest a brand that should be on fair&good?
You certainly can! We love to hear about your favourite brands. Contact us with your suggestions.
Still Have Questions?
If your query isn’t answered here, please don’t hesitate to get in touch. fair&good is committed to transparency, open communication, and empowering you to make ethical shopping choices every day.
Thank you for using fair&good to discover and support brands making a difference!