A beginners guide to ethical shopping

It gets easier to make ethical purchases when you know what to look for. Image credits: Gemma Tran via Unsplash

Ethical shopping can be a tricky affair.

Especially when you’re not sure about which brands are truly walking the walk. With more companies using buzzwords like “green”, “sustainable” and “artisan-made”, it can be tough to separate good ethics from good marketing. 

At fair&good, we make ethical shopping easy by doing the research for you and showcasing brands that live up to your values.

However, we also want to empower you with the knowledge & information you need to get started on your conscious consumer journey. 

Why should we shop ethically?

Right now, 40 million people around the world are trapped in modern slavery.

Modern slavery is the exploitation of other people for commercial gain, which includes forced labour, human trafficking, sexual exploitation, child labour and debt bondage. 

According to World Visions’ recent report on risky goods, Kiwis unwittingly spend $34 a week on goods linked to modern slavery. Most of these goods are imported from developing nations where labour laws are weak or not enforced. Since supply chains are so complex, most companies aren’t even sure of how their goods are produced. 

New Zealand does not currently have a Modern Slavery Act to ensure that businesses are transparent and proactive in solving risks within their supply chain. But thanks to more than 37,000 signatures from consumers and brands, pressure is mounting on the government to introduce legislation to address this issue.  

As consumers, we have an active role to play too.

Spending our money ethically is one of the most powerful tools we all have to bring about change and eliminate modern slavery. By shopping with brands who support our values, we are creating demand for more transparency and fairness in the way our products are made. 

If you’ve made the choice to vote with your dollars and shop ethically, good on you! Not only are you building a better world for others, but you can feel good knowing that what you buy is truly changing lives.

So where to begin?

We can all make a real difference just by choosing to buy ethically. Image credits: Ethos&Co

1. Look for transparency 

Start with the brand’s mission and commitment to transparency.

Transparency means being open and honest about the way they do business. Every brand should know their supply chains in-depth and monitor their workers’ rights and business practices. 

Take a quick peek at their website. If a brand is truly transparent, you should have no problem finding this information on their website (check the “About” or “Sustainability” pages) or on their social media. The more details they provide, the better.

Look for comprehensive explanations instead of vague and catchy buzzwords. You can also do a Google search on the brand with keywords like “ethical”, “labour”, “wages” to see if their actions match up to their claims. Make sure to focus on reports or investigative articles rather than media releases by the brand itself.

Can’t find the answers you’re looking for? Flick brands an email or message on social media. You might just encourage them to be more transparent about their practices!

Transparency is a stepping stones towards a more ethical world. Image credits: Yoann Boyer via Unsplash

2. Check certifications and labels

We recommend looking for certifications from third-party bodies like Fairtrade, B-Corp and GOTS (Global Organic Textile Standard).

Brands with certifications from these bodies often commit to rigorous standards and regular external audits. 

Organisations like the World Fair Trade Organisation (WFTO) also help guide and monitor a brand’s practices through standards like the 10 Principles of Fair Trade. If you’re interested in knowing about the difference between Fairtrade, Fair Trade and fairly traded, we’ve written a post about it here.

Note: Not all ethical brands are certified because they may not have the size, budget or resources to qualify. When in doubt, check for transparency ( step 1) or use a trusted resource (step 3). 

Brands like LilyBee Wrap are certified B-Corp, which lends to their credibility as an ethical brand. However, not every brand can afford certifications, so it’s important to do your research. Image credits: LilyBee Wrap

3. Refer to trusted resources

While we encourage you to do your own research, we know it can be time-consuming and cumbersome to look up a brand every time you need to shop.

The good news is that there are plenty of resources to help you identify ethical brands like Fairtrade ANZ, informative articles from Just Kai, or advocates like Ethically Kate & The Great Eco Journey.

That’s why we created fair&good - to help you cross off your shopping list with brands that live up to your values. On our directory, you can browse over 50 amazing Kiwi-owned ethical brands and shop directly with them. You can also search for brands based on values that are important to you like inclusivity or gender equality.

All the brands we showcase have a social impact focus and benefit communities from developing nations. That way, you know that the products you buy are made by empowered hands – by people who are paid fairly, treated respectfully and have better opportunities to improve their lives.

4. Be wary of greenwashing  

Greenwashing is a deceptive form of marketing that claims a company is doing more to protect the environment and people than it really is. And unfortunately, it’s everywhere. 

From vague phrases to hidden trade-offs, businesses know that consumers are making more conscious decisions so they want to convince you that their products can meet your values - even if in reality, they don’t.  

Greenwashing goes beyond eco-hogwash too. Just because a brand says their products are 'sustainable' or ‘organic’, it doesn't guarantee that the people who made it were paid fairly or worked under safe conditions.

Read about how you can spot greenwashing and avoid it here.

Watch out for misleading claims & marketing, otherwise known as greenwashing. Image credits: Alex Loup via Unsplash

5. Strive for progress, not perfection  

We’re all learning here! There’s no such thing as the perfect ethical consumer and there doesn’t have to be.

Ethical shopping is about making small but meaningful changes to your daily and seasonal purchases. It’s ultimately a way to support your ethical lifestyle. Don’t stress out, take it one step at a time. 

We also acknowledge that shopping ethically is a privilege that some people may not be able to afford. If that’s the case for you, look for brands that are within your budget and do what you can with what you have. Even something as small as switching to Fairtrade bananas can make a massive difference. 

Discover & shop ethical Kiwi brands that live up to your values.

fair&good is a family-based not-for-profit funded by the Fairfield Trust, a registered charity. This allows us to be completely impartial. We do not take any commission or charge fees.