The world's trusted guide to sustainable and ethical fashion

The world's trusted guide to sustainable and ethical fashion

Ethical Shopping for Dummies: DoneGood’s Browser Extension Is Foolproof

This post is generously sponsored by DoneGood. As always, EcoCult only works with companies we believe are making the world a better place. Support EcoCult’s editorial by supporting them! 

I tend to take both a generous and realistic view of consumers.

Even consumers (or citizens, if you prefer) who passionately strive to consider the impact of every purchase on the environment, people, and animals often have a hard time finding what the need or want in the sustainable version…if they even have the time for all that research. The internet is a vast place, full of distracting Pinterest pins and million-dollar ad campaigns competing for your attention. Plus, when your boo is salivating over a conventionally-made button down from their favorite brand, do you really have the time and energy to go on a hunt for the ethical, organic version that they will actually wear? (I’m only marginally successful for my own husband.)

DoneGood to the rescue.

I installed this Chrome browser extension a few months ago, and since then, it’s even helped me, the sustainable fashion guru, research and shop more thoughtfully.

Incubated at the Harvard Innovation Lab, DoneGood was launched almost a year ago on Cyber Monday with the goal of changing shopping for good. The co-founders quit their careers as senior advisors on Capitol Hill for the Obama Administration and with prominent advocacy NGOs, because they believed real power lay in amplifying consumer spending with a positive impact.

Here’s How It Works

When you’re on a site selling conventional, toxic, exploitative fashion or other items, a little box will pop-up showing ethical, mission-driven alternatives. It has hundreds of companies in its database, including some EcoCult favorites: Reformation, Raven & Lily, Under the Canopy, Yoga Democracy, Fortress of Inca, Cuppow, and Boll & Branch – which makes ethical shopping fun and easy. For example, when I go to a certain mass-market department store, DoneGood directs me to Modavanti, a sustainable online retailer that I love, plus lists a bunch of other conscious brands in the same style as you might find at the department store.

Finally, it shows you discounts  for those conscious brands, ranging from $10 off to 20% off your order. It even helps you Google search!

It also alerts me to the fact that Macy’s sells Trump-related merchandise – with one click, a tweet telling them to stop is composed for me.


If I go to the website of a DoneGood-approved company, a little box will pop up telling me that I’m making a great choice. That’s a better dopamine hit than the Facebook notification!

If you’re looking for something specific, the DoneGood app allows you to enter a product you’re looking for and select values that are important to your (“eco-friendly”, “empowers workers”, “woman-owned”, etc), and DoneGood instantly displays businesses that are doing good on the issues each user cares about.

You know I like to write long, but really, it’s as simple as that. It takes about three seconds to install – go try it out now


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