Introducing Conscious Picks: your guide to everyday ethical choices
conscious picks: helping you buy what you believe in
Our brand new content series kicks off this month.
Making ethical choices shouldn’t feel like detective work, but with so many brands shouting about being “sustainable”, “green” and “planet friendly,” it’s hard to know which ones can be trusted, and ultimately what we’re buying into.
Most people don’t have the time or headspace to research a brand’s ethics. Labelling is confusing; marketing is clever. Convenience products bought rashly are leading us down paths we don’t want to be on.
Enter Conscious Picks, a new product-led series that aims to help shoppers (in the UK) wield their consumer power and buy in alignment with their values. For each home living category, theethicalguide will spotlight products across three tiers — giving three clear options to suit different budgets, lifestyles, and levels of commitment.
HOW IT WORKS
Every product featured in Conscious Picks goes through a simple filter. We evaluate by:
Ethics - a deep dive into the brand’s approach to sourcing, fair pay, sustainability, labour rights etc. (depending on the product category)
Effectiveness / enjoyment - because ethical choices also need to deliver.
Brand trust - checking for greenwash and evidence they walk the talk.
The aim isn’t perfection. It’s about progress and practicality, helping you make better choices that fit your real life.
THE THREE TIERS
Better Than The Rest: Supermarket-accessible and budget-friendly. These are ethical step-ups from the mainstream - albeit far from perfect. They balance accessibility with meaningful improvements and, crucially, still taste great or work effectively.
Great Find: A mid-tier option you’ll probably need to order online or seek out in niche shops. These products come with stronger ethical credentials, more trustworthy sourcing, and that added spark of enjoyment - whether it’s flavour, feel, or function. Might cost a bit more.
Top Notch: The premium choice. These are the most ethical options in their category, that we can find, backed by exemplary transparency, fair practices, and a proven track record of customer satisfaction. They’re the products setting the gold standard for environmental and social impact.
CORE RESEARCH SOURCES…
official standards (eg Fairtrade, Rainforest Alliance, trade certifications)
independent watchdogs/NGOs
industry/labelling data
cross-checked with credible resources that share up-to-date, verified research, like the Ethical Consumer 🤩
Keep an eye out on the blog and Instagram page. I’ll start listing them in this article as and when they’re published, so you can always check back here.
Happy ethical shopping!