Positive Marks


For years, ours ratings were all about the negatives. We always figured that the good news can always be found elsewhere.

Then we decided that it's worth rewarding companies for making a positive difference and so we introduced two positive ratings categories:


1. Company Ethos

We rewards those companies which demonstrate an ethos committed to sustainability across their whole business.

Back in the 1990s, ethical products tended to be made by ethical companies. These days it's not so easy to tell what an 'ethical' company is, just by the products that it makes.

Included are co-operatives or not-for-profit trading structures, fully vegan companies, and those which only sell organic or fairtraded products.

All products are fair trade

All products comply with BUAV not tested on animals criteria

All products are innovative environmental alternatives

Company is a mutual organisation

All products are organic

Company is explicitly vegetarian in a sector where this is not the norm

All products are vegan

Not-for-profit trading structure


2. Product sustainability

Positive marks are awarded to products in a range of different sustainability areas including:

  •     organic products
  •     fairtrade products
  •     good energy efficiency ratings
  •     products certified as vegan or vegetarian




Organic product certified

Product marketed as organic (personal care products only)

fairtrade product

Product is FTF (UK) or FLOI labelled

Product is marketed as fairtrade

energy plus label

A+ energy label

EU Flower Ecolabel

A++ Energy Label

FoE recommendation

Blue Angel Label

Greenpeace Recommended/High Scoring

Energy Saving Trust Label

Nordic Swan Label


TCO label

other sustainability feature

Other significant

Other less significant

Rainforest Alliance certified

animal welfare

Product marketed as vegan

Vegan Society Approved Product

Product marketed as vegetarian

Vegetarian Society Approved Product


Download a pdf document with full details on all ratings