Free to Protect pouch © Image Courtesy of DoneGood
By Allie Murray
We live in a changing society: one where people are striving to spend their money on things that matter. Understanding this—and recognizing that the money we spend is the world’s most powerful force for change—led to the creation of DoneGood, an online platform for discovering products and services that align with consumers’ values.
Beginning in 2009, DoneGood operates on a mission of empowering people to support businesses that create positive change for people and the planet. Over the last 15 years, the organization has built up a repertoire of more than 150 brands and companies that put sustainable and ethical products at the forefront. Every brand available in the marketplace matches their criteria, which includes things like protecting biodiversity, being cruelty-free, sustainable sourcing, USA-made, giving back, and more.
Of these brands, the categories are seemingly endless. The digital marketplace offers anything and everything consumers could need—ranging from kitchen items, household essentials, clothing, books, jewelry and accessories, and more.
“I love feeling good about the products I purchase, knowing that they’re contributing to some sort of good, whether social, environmental, or both,” one consumer wrote. “There’s a good selection on the site, and it’s a helpful aggregator of different producers of ethically made goods.”
While shopping, consumers can choose to shop by category or by brand values, making it even easier to shop with individual values in mind. And, to make things that much more rewarding for shoppers, you can join the DoneGood Rewards Program and earn points by making purchases or leaving reviews. The points can then be redeemed as cash to spend on future purchases.
Additionally, the DoneGood Hub highlights services that share their goal of making the world a better place. The services included in the hub include things like volunteering opportunities abroad, home and auto insurance, sustainable travel companies, solar energy installers, and more.
DoneGood focuses on not only promoting brands that are doing good, but actually doing good work themselves. As a B Corp Certified company, they operate with a commitment to social and environmental impact, ethics and transparency. Similarly, DoneGood is a Public Benefit Corporation and has joined 1% For the Planet to donate one percent of their revenue annually to environmental partners.
In April 2024, DoneGood was acquired by ImpactKarma, a financial platform that gives consumers the tools they need to be sustainable. By joining forces, both organizations are fulfilling their goals of redefining ethical consumerism.
“We go beyond simply informing our users—we provide them with a streamlined platform to purchase from vetted, ethical brands directly,” ImpactKarma co-founder Dr. Kedar Karkare told Forbes in a recent interview. “DoneGood makes it incredibly easy for consumers to buy better products that align with their values, removing the friction often associated with finding and purchasing from socially responsible companies.”
With solutions like DoneGood, consumers are able to shop consciously in an easy and efficient way, allowing brands that strive to make an impact to be put at the forefront, leaving large corporations that further contribute to the world’s most pressing issues to the wayside.
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