New Toolbar Evaluates the Ethics of Your Online Shopping How Ethical Are Your Online Shopping Choices? This Toolbar Tells You in Real Time New Toolbar Evaluates the Ethics of Your Online Shopping How Ethical Are Your Online Shopping Choices? This Toolbar Tells You in Real Time
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New Toolbar Evaluates the Ethics of Your Online Shopping How Ethical Are Your Online Shopping Choices? This Toolbar Tells You in Real Time

by Alex Goldmark

August 26, 2011

Just as food labels help consumers make healthy decisions, a new product from GoodGuide (no relation to GOOD) can aid them in making socially responsible purchases.

The new GoodGuide Transparency Toolbar allows consumers to evaluate products on measures including safety, health effects, and environmental friendliness as they shop. Dara O’Rourke, GoodGuide’s co-founder and chief sustainability officer, says that “companies often make unsubstantiated marketing claims about the merits of their products without fully revealing their ingredients or the business practices behind their production. The Transparency Toolbar [...] filters out products that don’t measure up and quickly points consumers toward ones that do.”

The toolbar pops up as you shop online—for the moment, only at Amazon.com—and ranks the products you are checking out. "The toolbar looks for data, such as product UPC codes, and then matches the product on the page to our database of 120,000 rated products," GoodGuide vice president Josh Dorfman says. "If it returns a match, the toolbar appears."

GoodGuide has plans to expand the toolbar to Walmart, Target, Soap.com, Diapers.com GoogleProducts and more. The company also plans to roll out a mobile app so consumers can check product ethics while walking the supermarket aisles. 

photos via Goodguide.com

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New Toolbar Evaluates the Ethics of Your Online Shopping How Ethical Are Your Online Shopping Choices? This Toolbar Tells You in Real Time