When You Shop Online, This Chrome Extension Suggests Ethical Alternatives

A Google search for “men’s dress shirts” yields a list of ads and results from the most expected brands. But if you install a new Chrome extension called DoneGood, you’ll also get a lesser-known suggestion: Tuckerman, a startup that makes organic cotton shirts in a union factory in Massachusetts.

DoneGood uses independent certifications, from B Corps to Rainforest Alliance, to screen companies, along with independent research.

The company also makes an app that lets customers search for companies more directly, by choosing a product and selecting values–like “women-owned” or “green.” DoneGood piloted an early version of the app in Boston while the startup was incubated at the Harvard Innovation Lab. Both the extension and app were released nationally on November 28.

Why it’s hot

I think people always want to make ethical choices when shopping for things like good and clothing, but lack of knowledge and price point are the biggest hurdles. Extensions and apps like this, that can alleviate one of those issues, is very helpful for people looking to make a change.