Ethical fashion app coming to New Zealand

Kiwis wanting to be ethical shoppers will soon find it easier with a new free app.

Charitable enterprise, Good On You, launched their ethical shopping app in Australia last year, and Dunedin-based social enterprise Sustainable Projects are working to bring it to New Zealand.

Sustainable Projects ran a crowdfunding campaign that ended last week, and raised $13,065 to get the ethical ratings system working in New Zealand by the end of August.

The Good on You app will launch with ethical ratings of 350 New Zealand and international brands available here such as Adidas and Glassons so consumers can judge the values of each company.

Sustainable Projects spokesperson Bec McMaster said the response to the campaign was overwhelming and validated the demand for the app.

“People were willing to put their money where their mouth was in terms of getting it here, and I think that’s pretty powerful,” said Miss McMaster.

New Zealanders are showing more interest in purchasing products from sustainable brands, according to the Colmar Brunton 2015 Better Futures Report.

The report found 81 per cent of people believe the way businesses talk about their social and environmental commitments is confusing and hard to understand.

Miss McMaster said the idea of the app is to combat this by providing Kiwis with trusted information based on third party certifications on environmental, ethical and animal welfare performance.

“To be able to provide it in a free app, that you can understand in a glance while you’re shopping in store, I think that’s really powerful.”

A mock-up of the Good On You app which will be available at the end of August. Photo: Supplied

Retail New Zealand public affairs general manager, Greg Harford, said sustainability certification from organisations such as Fair Trade and Enviro-Mark can be complex and expensive for companies, but many brands are working toward ethical practices.

“I think in general New Zealand retailers are increasingly paying attention to their supply chain and the impacts of their supply chain, and performance is improving over time,” said Mr Harford.

Miss McMaster said those brands without certification would likely get a lower ethical rating on the app.

“Some of the certifications aren’t expensive, it’s not a money thing, it’s more that you’re proving that you are behaving in that way.”

In an email statement to Te Waha Nui, the CEO of Hallenstein Glasson Graeme Popplewell said they believe New Zealand cannot ignore ethical sourcing issues.

“Provided the data that the Good On You team load into the app is accurate, there is no reason Glassons would not be supportive.”

Once the app has launched, new brands will be added fortnightly.