Fashion footprint: Assessing your business's environmental impact with Good On You
In an era where consumers are increasingly focused on the environmental and ethical impact of their choices, Good On You is leading the charge toward a more sustainable and transparent fashion industry.
This pioneering platform equips conscious shoppers with the insights they need to support brands that align with their values, pushing for real change in the retail industry.
As part of our ongoing commitment to sustainability, Afterpay is a proud partner of Good On You, supporting their mission to empower consumers with the knowledge they need to make ethical choices. In this article, we explore the remarkable work of Good On You and how your business can leverage this platform to foster a more ethical and sustainable future. By utilising Good On You's comprehensive tools and rating system, your business can assess its sustainability practices and take actionable steps toward improvement—aligning with the values of conscious consumers and contributing to broader industry-wide change.
Good On You: A new era of conscious consumerism.
Founded in 2015 by Sandra Capponi and Gordon Renouf, Good On You was born out of a shared vision to make ethical shopping accessible, transparent, and easy for consumers to navigate. The platform has since become a critical player in the fashion industry’s shift toward sustainability.
Capponi’s commitment to sustainability began as she learned about the environmental and ethical issues within the fashion industry: “When I started hearing about what was going on behind the scenes— that vulnerable workers were mistreated, and huge amounts of waste was damaging our planet – and I knew I couldn’t stand for it.”
Did you know?
The fashion industry, while vital to the global economy, is one of the biggest industrial polluters on the planet.
Source: Ellen MacArthur Foundation
“Working in CSR, I realised that business could be a force for good, and that we all make purchasing decisions that impact the things we care about. And there’s real power in that.”
Over the years, the Good On You team has built a comprehensive and widely trusted sustainability ratings system for fashion and beauty brands, covering issues like carbon emissions, labour conditions, and animal welfare based on industry best practices. The ratings are available through Good On You’s app and brand directory, offering consumers clear, actionable insights into brand practices.
“Our retail partners are using Good On You ratings to highlight leading brands to consumers. They’re helping shoppers make better choices and sending a strong message to brands to act.”
Supporting brands in their sustainability journey.
As Good On You continues to grow, Capponi has noticed a shift in how brands view sustainability. “Today, more and more brands are contacting us wanting to know how to improve. They’re realising that it’s not only the right thing to do, but it’s also what their customers are looking for,” she shares.
In response to this demand, Good On You developed Good Measures in collaboration with partners like FARFETCH. This tool provides brands with greater visibility into their sustainability performance, offering actionable guidance to improve across key areas. By leveraging Good On You’s trusted rating system, Good Measures helps brands of all sizes assess their impacts, enhance transparency, and engage with conscious consumers.
Capponi explains, “Sustainability issues are complex, and it’s not always easy for brands to know where to start. That’s why we created Good Measures—to provide more visibility and help brands focus on the most important areas for improvement.”
For businesses, engaging with Good On You is a chance to address consumer concerns directly. The platform offers a clear framework for understanding impacts, improving ratings, and connecting with a growing audience of sustainability-conscious shoppers. Whether you're just beginning your sustainability journey or are already taking steps to improve, Good On You provides the tools to continue evolving.
Empowering ethical choices: The broader impact of Good On You.
The influence of Good On You is growing rapidly, with millions of users turning to the platform for guidance on making more ethical purchasing decisions. But the ripple effect goes beyond consumers—it extends to brands genuinely committed to sustainability and retailers showcasing more responsible options.
“Like most businesses, relationships with suppliers are really important in fashion, and that’s where the impact really happens. Working with suppliers to reduce waste, to tackle climate issues like water and chemical use, and to ensure workers are protected is a good place to start.”
Transparency is also key, and it's recommended that brands include customers in their progress, no matter where they're at in their sustainability journey.
For brands, aligning with Good On You is a powerful statement of accountability and commitment to continuous improvement. As consumers increasingly prioritise ethical considerations, brands that champion transparency and sustainable practices gain a competitive edge, building trust and loyalty in a marketplace that values responsibility.
Get involved.
Leverage Good Measures to gain a comprehensive understanding of your brand’s performance and discover actionable steps to enhance your sustainability practices.
