Guest blog #23: Adrianna Bojrab on GoodGuide and choice

While making any sort of transaction in the American marketplace, everyone must inevitably make decisions between competitor companies and products. There are so many elements to consider! I consider energy efficiency, whether or not the manufacturing company supports the American economy and labor force, whether environmentally sustainable practices are employed, the content of ingredients--organic and non-toxic...etc. These make up a portion of the criteria I use to evaluate competitor products and companies while making a purchase, ensuring that my purchases reflects my ethical concerns, preferences and values, specifically health and environmental impact. These are also the elements that make up my personal filter on GoodGuide.com. 

GoodGuide is a relatively new (it started in 2008) online database that aids consumers in making more informed decisions in the marketplace, providing an easy, comprehensive and novel approach to product review. University of California-Berkeley Professor Dara O’Rourke, the co-founder and chief sustainability officer of the company, has said that his mission is to make it “easier to find products that are safe, healthy, green and socially responsible.” GoodGuide is funded by social venture investors, traditional venture capitalists and partnered with an extensive network of NGOs, academics and largely traded companies.

How does GoodGuide work? Researching products and their origin can be an incredibly lengthy and time-consuming process. GoodGuide employs a crew composed of chemists, nutritionists, environmental life cycle assessment experts and toxicologists, who have analyzed over one hundred and twenty thousand products (household, personal, food, etc…), and the companies behind the product. They also use information based on over a thousand different sources--the companies themselves, governmental databases about the policies and practices of big publicly traded firms, private research firms, NGOs, policy practices, political partisan endorsement, media sources, and academics.  

Once analyzed, the product analysis is broken down into three main sub-scores: 

1. Human health impact (how the product affects the physical body)
2. Environmental impact (how the product is produced, manufactured, supply chain, potential consequences, raw material origin, distribution, sale and disposal of product), and
3. Social responsibility (impact on society the product or company has).    

The product is then assigned a rating ranging from 0-10, the highest score indicates superb performance, and the lowest indicates subpar performance.

GoodGuide doesn’t stop there; now available is a transparency toolbar that you can install onto your browser free of charge, and utilize your personal filter and GoodGuide ratings on e-commerce sites in the online marketplace. Thus, when you are browsing, the bottom portion of your screen will show how the product matches up to your personalized filter, the GoodGuide rating, and a suggestion of alternative products that can better meet your standards, along with pricing and consumer ratings. Additionally, the new, cost-free Smartphone app (iPhone and Android) scans the barcode of a product, and retrieves all of the online information straight to your phone. Your preferences and filter can virtually be used wherever you go.

Impact.  GoodGuide empowers consumers by showing exactly what their capital is supporting, leading to smarter, healthier and more environmentally friendly purchases.  Why does this matter? Essentially, as more and more consumers start to employ GoodGuide into their daily lifestyles, we will see a gradual change in the marketplace. Consumers’ preferences will become more defined, and large retail and manufacturing companies will feel the pressure and incentive to supply and meet the standards of this new market demand, by “making more environmentally sustainable [products] and producing them using ethical sourcing of raw materials and labors,” say's O'Rourke. O’Rourke sees GoodGuide as “a more transparent and sustainable marketplace that cuts through marketing and advertising,” revealing the truths through the multilayer process and numerous players that go into the raw material, production, labor, politics, supply chain, manufacturing, distribution, marketing and sale of a product. O’Rourke hopes to see GoodGuide send a signal to companies to “business as usual means business as sustainable."

~Adrianna

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Click here for more thoughts on choice, and here and here for more thoughts on the political consumption that Adrianna writes about. You can find previous guest blog posts from Adrianna here and here. Also, she writes wonderfully for The Michigan Daily.  

How much choice should we have in a sustainable world?

What our "competitive" economy has done has offered people a lot of choice. If someone is making a product or a good for a certain amount of money, other people may try to enter that business and try to produce the product for cheaper, thereby taking business away from the other producer. The first producer may then try to cut their costs, and drive their prices down. Once their prices are fairly equal, you end up with two businesses making similar products. Then they might get into the business of differentiating their products, and sometimes this differentiation may make the price of one of the products go up. What we end up with then are two businesses, making two slightly different products, that may offer you slightly different services. Regardless, we now have two enterprises making two things. We have now two choices. It is not so difficult to see how this may result in several choices. All the while, resources are extracted, in higher and higher amounts, at higher and higher rates, resulting in environmental degradation. (Of course, at the other end of the spectrum, we have a monopoly, that of course, has its negative social implications, too.)

We live in a world in which we can choose between modes of transportation. I can fly to Chicago, drive there, or fly there. We feel (and it is justifiable) that it is important to give people the choice of these options. We now have the choice of eating tomatoes in the middle of winter, and oranges thousands of miles away from where they were grown. But what I think is that it is very easy to take choice to an extreme, and we end up doing things just because we can (you can read more thoughts about this here, here and here). This results in trash, waste, degradation and downright violence, against other people and the environment. What the problem of sustainability throws in our way is the issue of limits to consumption, which necessarily will limit the choices available to people. I concede that I do not have the answer to what the choices we have should be pared down to, but I do know that this is probably not the right direction to look in, macro to micro. Rather, we should look at ourselves first, and see what it is that we think constitutes a happy and meaningful life, given the constraints the natural world puts on us. I think this is a more tractable approach.