Being a mindful shopper has always been important. But now, in this new era of on-demand consumerism where fast fashion abounds? Crucial. Because, just a little reminder: On the other side of that checkout button are real workers (who may or may not be earning a livable wage) packing up your items and delivering that chunky-knit sweater to your door. Before said sweater exists for you to impulse-buy, there’s an entire supply chain of people who make it.
Even if you always pause to think about that whole system before spending your $$, it can be hard to tell what’s a truly ethical purchase and what’s not. There can be a lot of trendy, jargon-y… jargon involved in brand advertising, and not all of it is actually meaningful.
At its core, ethical shopping is about two things: looking for companies that consider their impact on humans and the planet, and choosing to buy from places that treat all their employees well (hi, that means fair pay and safe working conditions). Here are some ethical shopping tips to help you determine if the brand selling your next purchase actually deserves your business.
Just because it’s sustainable doesn’t mean it’s ethical, unfortunately
A brand billing itself as “sustainable” is probably focused on reducing its carbon footprint and doing things like minimizing water use and avoiding hazardous chemicals (which, great!). But even a place that checks these boxes might struggle on the people front—as in, it might not have transparent labor practices, pay livable wages, or prioritize worker safety, says Rebecca van Bergen, founder of the nonprofit Nest.
Seeing bold claims but no receipts? Consider that a red flag
Marketers can—and do, unfortunately—take advantage of buzzy causes to “greenwash,” i.e., make a company seem more ethical than it actually is by, say, adding a leaf graphic to a product, explains Matt Stockamp, head of social impact at Nisolo. For proof, dig through a site’s About Us, FAQ, or Info pages to judge for yourself. The more details, the better. Do you see a step-by-step explanation of their supply chain? Is there a paid sick leave? Or, even better, are they rocking one of the ethical certifications that we’ll dig into next?
Those official-looking seals do matter
Especially ones that come from respected outside organizations with super-intense vetting processes (B Corp’s scoring system judges companies based on roughly 200 points). Basically, you need to be truly legit to nab one of these certifications, so keep an eye out for the common ones below.
Still have questions? Don’t be afraid to reach out directly
Make the first move with your fave labels to get answers. Kasi Martin, senior public relations manager of Fair Trade USA, says this includes sending one-on-one messages via social media, like pinging the brand on Twitter or DM’ing them on Instagram, or chatting with customer service to push for more specifics. Social media comments, emails, and other feedback from customers can pressure businesses to do better, so be nosy and ask things like: “Are your workers unionized?” and “Where are your materials sourced?”
Shopping small is an easy place to start
When in doubt, buy from smaller labels or local businesses. They have less inventory and more personal interaction with members of their teams, meaning it would be harder to be a truly shitty boss. Also, there’s a greater likelihood of scoring a unique, handmade, or artisanal purchase that you might not be able to get at a mega-company.
Little changes really do make a big difference
It’s never gonna be as black-and-white as “you shop ethically or you don’t,” says van Bergen. But incorporating little responsible moves into your current routine and doing the best you can sets the good guys up for success, even as standards evolve for the better. Consider your next ethical purchase a new form of social activism… with something really pretty to show for it.
