New perspective on “voting with your wallet”

Progressive Shopper is a browser plug-in that reveals the political leanings of the brands and businesses you browse and shop. By aggregating political contributions made to the two parties, Progressive Shopper makes it easier for people who don’t generally consider themselves “activists” to follow the money and understand the impact of their purchase decisions.

Why It’s Hot

It begins with political contributions, but data related to every conceivable activity could eventually be similarly aggregated and used to reveal so much more about companies. Where do other charitable contributions go? How is a company’s operations contributing to climate change? What connections exist with organizations and nations in the global economy? With information like this essentially waiting for customers “at the cash register”, it will become increasingly important for companies to pay careful attention to the decisions they make – taking a more active and nuanced approach to defining what their brand stands for.