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Very good question.
Your right, most of the more 'ethical' companies tend to have very little stories written about them. This is because - in general - the companies have positive policies regarding certain issues such as nanotechnology, GMOs, cotton sourcing etc.
Companies scoring higher marks will have product sustainability marks and you should be able to click on the story which tells you why they have received this mark and what for. These are the stories that you will be able to use in order to prove why they are better then alternatives.
Each company (no matter how small) are checked by Ethical Consumer to see if they have been criticised by campaign groups, NGO's, NFP's etc. In general smaller companies are less likely to have committed human rights abuses or caused environmental damage as they have greater control over their supply chain and often depend on a reputation of being ethical in order to sell.
I hope this explains things, if you have any further questions please do not hesitate to ask.
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