Fair&Good, a new directory launched in New Zealand, aims to make it easier for Kiwis to identify ethical brands. 

Susan Maiava, founder of Fair&Good, said the concept was born from recognising that more and more people are concerned about companies’ ethics when purchasing products. The online directory features brands offering ethically made products from home goods and clothing to skincare and food.

“Fair&Good was born of the belief that spending your money ethically is one of the most powerful tools we have to make a difference and transform the lives of makers, creators and producers around the world,” said Maiava. 

“Consumers are paying more attention to how and where their goods are made; and many brands, large and small, are responding by investing in ethical production.”

New Zealand consumers now can choose products featured on Fair&Good’s website based on different categories, including fair labour, transparency, gender equity and eco-conscious. 

A survey by Perceptive shows that 57 per cent of respondents consider a company’s ethics are important when deciding where to spend their money. However, a majority said it’s hard to know which brands or products are ethically produced.