SUSTAINABILITY LOOKS GOOD ON YOU
How to shop confidently and consciously
We know what the problem is and who is contributing to it when it comes to the downfall of the environment (that would be us humans), but how do we actually make a change? When it comes to fashion, it’s impractical to boycott shopping altogether – even though sometimes we wish we could!
Sustainability is all about awareness and education. Start by reading up on your favourite brands to find out where their products are made and what materials they’re made from. You should be able to find this information on the brand’s website or, better yet, find out their sustainability rating on the Good On You app. WHO sat down with Gordon Renouf, CEO and co-founder of the progressive platform, as well as their digital marketing manager, Solene Rauturier, to find out how the rating system works and how you can use the Good On You app as a shopping guide.
How did Good On You start?
We started to explore the idea that became Good On You in 2013 – we were keen to help shoppers make sustainable choices as easily as possible in all fields. But in that year, the Rana Plaza disaster killed more than 1000 workers in a Bangladesh factory, who were making clothes for European and American brands. We started Good On You because we know more people want to make sure their fashion choices do good, rather than treat workers unfairly and cause harm to the environment and animals.
How does the app’s rating system work?
To assess a brand, we review up to 500 data points across more than 100 key sustainability issues, indicators and standards systems – certifications like Fair Trade, Global Organic Textile Standards and third party sources like the Fashion Transparency Index and CDP Climate Change projects. These are all weighted according to their scope (the issues they address) and the quality of their assurance (how well they ensure brands comply with the standards that have been set). Our system aggregates all this data into a simple five-point overall score, ranging from one (“We avoid”) to five (“Great”). We bring it all together in the one spot, so users know the impact of their favourite brands on people, animals and the planet.
What happens if a user can’t find the brand they are looking for on the app?
Users can ask us via social media or email which brands they’d like us to rate, or request a brand directly through the app. When users or a brand request a rating, we set priorities based on how many users are asking for or will benefit from the brand being rated.
Actress Emma Watson is a Good On You supporter. How did that come about?
Our relationship with Emma started in 2018, when she asked us to help her choose brands for Vogue Australia’s first-ever sustainability issue in 2018. In February 2019, we announced her as Good On You’s official supporter. She uses Good On You as her benchmark for choosing ethical brands on the red carpet and in everyday life.
How often does Good On You reassess a fashion brand’s rating?
We aim to review a brand’s rating every 12 to 18 months, depending on its size and whether it has had any significant changes. Why is it important to understand a brand’s sustainable impact before shopping? Consumers have a huge role to play in driving better outcomes for our planet. It’s their dollar that ultimately provides incentive for business behaviour. With the power of consumer choices, there’s a real opportunity to create a sustainable future in fashion and beyond.
So, understanding a brand’s sustainable impact enables us to make better shopping decisions, whether it be buying less, shopping second-hand or choosing brands that are committed to protecting people and the planet. These decisions have an important role to play in creating a fair and sustainable future in fashion.
PERSPECTIVE