ethy validation and trust marks are restoring consumer confidence in the most sustainable brands

thy’s validation and trust marks are restoring consumer faith in brands that are truly green, ethical, and sustainable. Amidst rising ‘greenwashing’ to capitalise on the biggest marketing trend of the decade, ethy’s easily recognisable hexagonal trust marks for packaging and digital are rapidly becoming the most widely regarded validation of a brand’s overall commitment to being truly sustainable.

Celebrating more than 100 brands passing through ethy’s scalable validation and accreditation process and more than 10,000 active users of its ethical shopping guide app, ethy CEO Callum Miller, commented, “Sustainability has finally become a key consideration for consumers. Challenger brands with sustainability at their heart are capturing a significant market share of even long-established sectors, and this trend is set to only strengthen and continue into the future. Across beauty, fashion, health, food and even financial services, customers are moving towards brands that have a greater purpose than simply making money – and those brands are booming.”

Underpinning Callum’s comment, the 2020 Compare Ethics Report showed that even two years ago 83% of consumers were more likely to trust a product’s sustainability claim if it had been verified by a third party.

ethy’s purpose is to support brands that put people and the planet first and make it easy for consumers to identify and choose those brands. The organisation’s scalable audit and accreditation process allows brands from start-ups to multinationals to prove their eco and ethical credentials and benefit from ethy’s visual trust marks.

ethy’s trust marks cover 35 socially and ethically responsible initiatives across six core paths that represent the most pressing sustainability challenges today. These easily recognised hexagonal logos for packaging, advertising and digital media come together to form the brand’s overall Impact Hive, giving consumers a striking representation of the brand’s proven social and environmental commitments.

There are literally hundreds of very worthy accreditations for specific market verticals (Fairtrade, Vegan etc), but ethy is the first organisation to offer validation across initiatives that matter to the planet and have relevance across every consumer sector,” adds Callum. “We are committed to simplifying the sustainable message by creating one unified system of trust marks that consumers can recognise and trust instantly – and ensuring truly sustainable brands, of any size in any sector, can benefit.”

Brands that have already gone through ethy audit, validation and accreditation and are benefiting from the organisation’s trust marks include Friendly Soap, Neem London, Circa5000, Forager Health, NuMind Wellness, Planty, Serious Tissues, Mix Green Clean, Wild, GreenGrowth, Kabloom, Bamboo Barter, Truthpaste…. and many, many more. See the ethy consumer shopping guide app to discover the truly sustainable brands benefiting from ethy validation.

About ethy
Formed in 2020, ethy set out to give all consumer goods brands the chance to prove their ethical and sustainable credentials by significantly lowering the cost audits and accreditation. In line with UN Sustainable Development Goals, and partnered with organisations such as Carbon Neutral Britain, WWF and the Association of Sustainability Practitioners (ASP), ethy is further championing sustainable shopping with bright, visual accreditation trust marks for consumer packaging and digital marketing, and a consumer app platform highlighting the best ethical brands.