Posted by keith on February 5th, 2011
It was a windy Thursday evening at the beginning of 2011. An office in north London buzzed with anticipation at the launch of something exciting; something that would appeal to a new breed of eco-conscious consumers who want that extra something to keep them feeling good about their fast-pased, technology filled lives. The team responsible felt confident that this was a good move in raising the profile of an organisation that for a few years had been chugging along the same well-worn path, each move forwards barely perceptible in the bigger scheme of things.
A few clicks later and the new page was live. A little later, to the west and little south of this office another few clicks and a press release was moving like a flock of electric pigeons toward the in boxes of the mainstream press, a perfect digital partner for the web page.
FOR IMMEDIATE RELEASE
February 4, 2011 —
Ethical shopping is easier than ever now that The Ethical Company Organisation’s best selling The Good Shopping Guide is available as a mobile phone app . And in today’s financial tough times, consumers will be pleased to know that switching to a more ethical product choice often comes with no price premium.
Publically launched today (Fri 4th February 2011), the latest ethical shopping advice is just a button push away on your iPhone, iTouch and iPad – and at only £2.99 its kind on your pocket as well as the planet. 10% of net revenue will go to green campaigning charity Friends of the Earth. The app is available to download from iTunes (http://itunes.apple.com/gb/app/the-good-shopping-guide-ethical/id416083134?mt=8).
The Good Shopping Guide Ethical Shopping App is the first ethical shopping app on the UK market to give the user the ability to make clear comparisons with other brands within each product sector. Choosing, for example, the most ethical cup of tea or bottled water has never been easier.
• Over 700 famous brands are ranked in 72 product-specific league tables under the 7 main sections of Food & Drink, Health & Beauty, Travel, Energy, Fashion, Home & Office and Money
• Easy-view summary table shows ‘the good, the bad and the ugly’ brands in relation to the environment, human rights and animal welfare within each product category
• Detailed research tables for 72 product-specific categories across 15 different ethical criteria
• Ethical Company Index scores give an overall ‘ethical rating’ to easily identify the best performing brands/companies
• In-depth editorial support, giving information on the ethical issues involved in each product
William Sankey, Director of The Ethical Company Organisation said:
”Ethical shopping has never been so easy, in store or online. Our readers asked us to develop a comprehensive comparison tool they could take into the shops and our mobile app does just that.
”We could only have dreamed of such a neat mobile tool when we printed the first (painfully heavy) 350 page The Good Shopping Guide reference book a decade or so ago. Companies’ ethical records have never been so easy to access for millions of concerned consumers.”
Andy Atkins, Friends of the Earth’s Executive Director, said:
“Despite the recession more and more people want products and services that don’t trash the planet – but don’t have much time to investigate the best options.
“The new app provides quick and reliable advice when you’re out and about – and helps raise vital funds for Friends of the Earth work to ensure a thriving environment for everyone.”
Life would never be the same again for the people in the north London office. The connection was made between the App, the gadget and the environmental NGO. While The Good Shopping Guide made its usual symbolic stab at breaching the interminable void between consumption and sustainability, Friends of the Earth made an entirely unsymbolic stab at the ground that would contain their own grave.
An “environmental” NGO accepting money off the back of sales driven by the purchase of entirely unsustainable iPods and iPhones – the very same gadgets produced in polluting factories more accurately described as Slave Farms. An “environmental” NGO promoting this commercial partnership by way of a competition offering one of those gadgets; somehow imagining that we would all be ignorant to this abject hypocrisy.
Friends of the Earth, 1970-2011
Locally grown flowers only.