Brand Ethics Evaluation Guide

Step 1: Labor

Start by asking: 

• Do workers earn a living wage (not just minimum)?

• Are factory audits or worker safety reports publicly available?

Ethical brands care about the people making their products. If this information isn’t easy to find, that’s a red flag.

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Step 2: Environment

Next, consider the planet:

• Does the brand use recycled or sustainable materials in at least half of its products?

• Does it have clear goals, like carbon-neutral or reducing waste by a specific year?

Brands that care about their environment show measurable actions. 

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Step 3: Transparency

A brand's transparency reveals much about their ethics: 

• Can you find where the products are made (factories or countries listed)?

• Does the company share independent certifications (Fair Trade, B Corp, GOTS)?

  • (more on Independent certifications in Step 6)

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Step 4: Animals

Animal welfare is an important aspect of brand ethics: 

• Is the brand certified cruelty-free or vegan?

• Does it avoid harmful practices like fur, exotic skins, or animal testing?

Certifications like Leaping Bunny and PETA-approved Vegan are good indicators that the brand respects animals. (More on Independent Certifications in Step 6)

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Step 5: Social Responsibility

A truly ethical brand goes beyond their products:

• Does the brand invest in local communities (education, fair sourcing partnerships, scholarships)?

• Are those contributions ongoing, not just one-time donations?

Brands that give back consistently show they care about more than just profit.

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Step 6: Independent Certifications

Third-party certifications are one of the most reliable ways to verify a brand's ethical claims. Having certifications is important because brand's self created certifications on ethics may be misleading as they have not been verified. 

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Some trustworthy certifications includes:

• Certified B Corporation (B Corp): High social and environmental standards.

• Fair Trade: Ensures fair pay and safe working conditions.

• Global Organic Textile Standard (GOTS): Organic fibers, strict social and environmental criteria.

• Leaping Bunny: No animal testing in development.

• PETA-approved Vegan: No animal-derived ingredients.

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Step 8: Use Ethical Rating Websites & Apps

Some resources do the research for you:

• Good On You app: Tracks fashion brands’ environmental, labor, and animal welfare impact.

• Ethical Consumer: Ratings on environment, human rights, and animal welfare.

• The Good Shopping Guide: Compare brands using ethical tables.

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Step 9: Watch out for Red Flags 

Even if a brand looks good, make sure to be alert for:

• Greenwashing: Vague marketing like “eco-friendly” or “natural” without evidence.

• Unrealistically low prices: If the prices are unrealistically low, it may indicate that workers or suppliers are being exploited to reduce production costs.

• Fast fashion model: High-volume, low-quality clothing often relies on exploitation and generates waste.

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Final Tip!

Start small! Even checking just completing one step, like labor or materials, can make a difference. The more informed you are, the more your choices can support brands that truly care about people, animals, and the planet.

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Written by Emilia Hsu