GoodGuide just released its Transparency Toolbar for online shopping, making it quick and easy for consumers to discover and shop for products that are safe, healthy, green and socially responsible wherever they shop online.
Once installed, the Transparency Toolbar appears at the bottom of a user’s web browser when shopping. It displays GoodGuide’s health, environmental and social product ratings along with a customizable Pass/Fail filter indicating how products perform on a consumer’s key criteria such as nutrition, organic, energy efficiency, climate change, animal testing, or labor and human rights.
“The Transparency Toolbar puts the power back in the hands of the consumer to decide which products are right for them,” says Dara O’Rourke, GoodGuide’s founder and Chief Sustainability Officer. “Companies often make unsubstantiated marketing claims about the merits of their products without fully revealing the ingredients inside products or the business practices behind them. The Transparency Toolbar helps consumers see through the marketing. It filters out products that don’t measure up and quickly points consumers toward the ones that do.”
The personalization features built into the Transparency Toolbar are also being rolled out across the entire GoodGuide platform. Consumers can set them to appear on GoodGuide.com when browsing and researching products. Soon they will become available on GoodGuide’s mobile app so consumers can find products that reflect their personal preferences and values when shopping in grocery stores, supermarkets and other retail stores.
GoodGuide’s approach to personalization also takes into account many consumers’ desire to shop based on what is often referred to as the “precautionary principle.” For example, selecting GoodGuide’s “controversial ingredient” filter will screen out products that contain chemicals that are subject of current controversies (such as artificial colors or fragrances), or contain suspected hazardous chemicals (such as BPA or triclosan), or known hazardous chemicals (such as formaldehyde or dibutyl phthatate).
The Transparency Toolbar is free to install and is currently compatible with the Firefox and Chrome browsers. Internet Explorer and Safari are in development. It currently works when shopping on sites such as Amazon.com, Target.com and Walmart.com. More retail sites are now in development.