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Search technology helps consumers buy ethical goods online

A Chrome browser extension, FIND FAIR, has been released to help consumers purchase ethical goods online.

From a weekly grocery shop to purchasing fashion, footwear, beauty and more, FIND FAIR is an extension that marks ethically produced products with an orange stamp of approval.

FIND FAIR comes at a time where consumers are now prioritising sustainability and ethical choices when purchasing goods.

In research conducted by fair&good, 67 percent of Kiwis are wanting to shop ethically but find it difficult to know which products they should be purchasing.

Susan Maiava and Matai’a Sarah Richards from fair&good developed FIND FAIR with creative agency, Remade.

“Now, when you’re doing your weekly food shop online or browsing for other products, the knowledge of which products are ethically made is right there in front of you. The FIND FAIR extension flags goods made in safe, fair working conditions and not with modern slavery or child labour,” says Richards.

“We have the power to drive change, and FIND FAIR takes a significant step forward to make it easier to buy products that treat workers from developing countries fairly. A few simple clicks of a button can help improve the lives of the people who made your products,” adds Maiava.

Read more: NZME partners with fashion brand RUBY for sustainable partnership.

Maiava and Richards say that through FIND FAIR, consumers will be able to have ethical options and gives them “power to shape the world they want with the money they spend”.

With FIND FAIR, Maiava and Richards say they want to normalise ethical shopping in consumers day-to-day life, while also encourage retailers to stock ethical products as a standard.

“This is something FIND FAIR’s game-changing technology can make happen.”

FIND FAIR works alongside like-minded organisations to ensure products meets a high standard for ethical productions and brands cannot pay to be included.

FIND FAIR’s technology acknowledges products that have been certified by at least one Fairtrade, Rainforest Alliance, GOTS (Global Organic Textile Standard), BCI (Better Cotton Initiative), B Corp or SPCA certification, received an A-plus or A rating from Tear Fund’s Ethical Fashion Guide, or are a World Fair Trade Organisation (WFTO) member.

The technology also evaluates according to fair&good’s nine values of fair labour, supply chain transparency, community focus, gender equality, inclusiveness, the environment, consistency, animal welfare and giving back.

“We are invested in ensuring workers from developing nations are treated fairly. The FIND FAIR stamp means your supporting organisations that work equitably with developing nations and don’t support child labour or modern slavery,” says Maiava.

The search engine technology extension can be downloaded for free from the Chrome Web Store.

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