Make choosing ethical products & services easier, more mainstream, attractive?
We have been greenwashed. Everyone says "ethical" "sustainable" "responsible" and yet those words have become banal and untrustworthy. Many normal (not just the hippies) consumers would, if given as simple and clear choice, choose an ethically, financially and socially sound product over another. However it is almost impossible to wade through articles, resources, scams and "green" websites to find the information to make that decision.
Is there a way to aggregate this info, make it a bolt on to your browser or some other smart way that you can be informed at the point of (online) purchase the credentials of that company. Be it that they avoid tax (vodafone http://www.guardian.co.uk/business/2013/jun/07/vodafone-zero-corporation-tax-britain?INTCMP=SRCH) have terrible conditions for their workers http://www.bbc.co.uk/news/world-asia-22525431 or your technology is powered by coal http://www.greenpeace.org/international/en/campaigns/climate-change/cleanourcloud/petition/ it would be great to have a way to access this information in a way that empowers the consumer to make an informed decision.