GoodGuide’s Transparency Toolbar Empowers Consumers To Instantly Shop Their Values When Shopping Online

Imagine if you had the power when shopping online to instantly reorganize any shopping website around your personal values. You could elect to only see products that avoid animal testing, are made by companies that respect human rights, or avoid controversial ingredients. Shopping would be based not on what retailers and brands want you to see, but rather on what you want to know.

We’ve called it the Transparency Toolbar.

Once installed in your web browser, GoodGuide’s Transparency Toolbar reveals whether products you’re shopping for are safe, healthy, green and socially responsible. You can personalize your shopping experience by telling the toolbar which issues you care about. It will then show you whether products pass or fail on your key criteria and recommend alternative products that match your values.


GoodGuide’s product managers and engineers have given a lot of consideration to making the toolbar useful and clear without being obtrusive. To that end, the toolbar also displays user reviews and pricing information. It appears at the bottom of the browser window only when shopping online. At other times, you won’t see it.

The personalization features built into the toolbar are also being rolled out across the entire GoodGuide platform. You can set them to appear on GoodGuide.com when browsing and researching products. Soon they will become available on GoodGuide’s mobile app so you can find products that reflect your personal preferences wherever you shop. Coupling GoodGuide product ratings with customized personal filters simplifies the shopping experience to quickly hone in on the products that are safer and healthier for you, your family, and the planet.

We believe that the Transparency Toolbar opens a window into an entirely new online shopping experience. It enables consumers to know more than ever before precisely at the moment when deciding which products to “add to cart.”

The toolbar is currently compatible with Chrome and Firefox. It’s free to install. We welcome your feedback on how to improve it and hope you’ll help spread the word.

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About Josh Dorfman

Josh Dorfman is GoodGuide's VP of Marketing. An environmental entrepreneur, author, and television and radio host, Josh is best known as "The Lazy Environmentalist," the media brand he created as a blog, book series, SiriusXM radio show and award-winning television series on Sundance Channel. In 2011, he was inducted into the International Green Industry Hall of Fame.
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2 Responses to GoodGuide’s Transparency Toolbar Empowers Consumers To Instantly Shop Their Values When Shopping Online

  1. Pingback: New Consumer Sighting: GoodGuide’s Transparency Toolbar « The New Consumer

  2. Pingback: Materials Reuse: The latest dMASS newsletter — dMASS

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