Today, a whopping 40% of UK consumers are choosing to buy from brands that have a positive impact on people and the planet. However, 80% of consumers don't trust unverified sustainability claims due to widespread greenwashing. Yet, many of the existing certifications do not provide shoppers with clear and meaningful guidance in choosing environmentally superior products. To resolve these issues, ethy offers a third-party verification of a brand’s credentials. For brands to provide consumers with clear guidance on sustainable options, ethy turns the UN’s Sustainable Development Goals into a roadmap through transparent sustainability standards. The holistic sustainability standards were developed with leading organisations such as Carbon Neutral Britain, Efeca, Edinburgh University Innovations, and Social Enterprise UK. A simple and affordable assessment process results in the brand receiving a cohesive set of consumer-friendly ecolabels, each one representing a specific sustainability achievement. To help businesses thrive, ethy also provides sustainability workshops and promotional opportunities via the UK’s No.1 rated* consumer app for sustainable shopping. *2022 iOS and App Store ratings data.