How We Score Brands

Our scoring system is built for one thing: clarity.
We look at what brands actually do, not what they claim.
No vague promises. No green gloss.
Just a structured way to cut through the noise.

What We Look At

We assess brands across 15 criteria, organized under three impact categories:

👥
People
How brands treat human health, labor, and representation:
🌍
Planet
How brands affect the environment and climate systems:
🐾
Animals
How brands interact with animals in their products and practices:

How the Scoring Works

Each brand gets three scores—one for each category: People, Planet, and Animals.

Scores range from 0 to 10 and are shown separately. We don't combine them—because impact isn't one-size-fits-all.

Scoring Principles

Transparency over perfection. If the data's there, we use it. If it's missing, we say so.
Evidence over claims. No marketing spin—just reports, certifications, and disclosures.
No assumptions. We don't fill in the blanks. We flag them.

What Counts as Evidence

We use only verifiable sources, including:

  • Official brand reports (sustainability, ESG, safety)
  • Third-party certifications (e.g. Leaping Bunny, B Corp)
  • Product-level documentation
  • NGO databases and sustainability indexes
  • Regulatory filings and public audits

We don't use:

  • Vague blog posts or influencer quotes
  • Claims with no source
  • Marketing fluff like "eco-friendly" with nothing to back it up

What Happens When Data's Missing

If a brand doesn't publish something, we don't guess.

You might see:

"No evidence found for…"
"Score reflects lack of public disclosure."
"Limited data available at time of assessment."

We'd rather show you what's missing than pretend we know more than we do.

Can Brands Improve Their Scores?

Yes. We assess what's publicly available—but brands can:

  • Provide updated documentation
  • Submit verification for specific claims
  • Work with us to correct or clarify data

When a brand provides new information, we verify it, update the score if needed, and note the date of the change.

Are you a brand and want your score to reflect the full picture? Reach out →

We're Always Updating

This methodology isn't static. As new data comes in, we refine how we score and what we consider credible.

Scores are updated when new, verifiable information becomes available—especially if a brand shares something we couldn't find before.

Have questions or feedback? Contact us →

Or see how it plays out on real brand pages →