Compare Ethics - Establishing the First Verifiable Sustainable Impact Product Measurement and Impact Reporting Tool

Abbie Morris is a sustainability and policy expert. Previously Abbie has led global teams in solving complex policy challenges, including leading a Presidential campaign in West Africa. Now as Co-Founder and CEO of Compare Ethics, a start-up committed to using technology to solve challenges - Abbie has a unique insight on the socio-economic impact of investing in sustainability at scale, combatting greenwashing and building trust between consumers and businesses.

Amid a landscape of purpose- and green-washing, only 10% of consumers trust the sustainability claims made by brands. Compare Ethics is the platform that verifies how sustainable and ethical products are and makes it very easy to find these products. Through our verification technology, we assess the claims made by brands and retailers on an individual product level - so that you have more transparency and can truly shop with confidence.

Through our next phase of Compare Ethics, we want to make this even clearer - focusing on working with brands and retailers to fully showcase their positive impact through our new flagship Impact Widget and Impact Product Reporting. For example, we found purchasing the Ballerina Combi swimsuit from Aima Dora (a brand we work with) saves the equivalent of 6.8 km of driving emissions in its manufacturing process compared to industry standards and uses 13.9 plastic bottles recovered from the ocean.

We also want to collect and share this valuable data and findings to not only help brands better work towards a more positive, circular supply chain but use as a tool to campaign and make real legislative change in the UK.