In Good Company launches platform to revolutionise ethical consumerism in London

In Good Company, a tech-for-good startup committed to promoting ethical, sustainable, and socially-conscious businesses in London, has announced the official launch of its new web platform, now available to the public at

Unlike any other platform, it brings together an extensive curated selection of ‘bricks-and-mortar’ businesses and in-person experiences that prioritise ethical, sustainable, and socially responsible practices, all in one place. In Good Company only lists companies who are giving back to people, planet and community, over and above just making a profit, for instance:

Planet - by eliminating all single-use plastics such as Gather, a zero-waste store in Peckham or Weino Bib, a wine shop and deli committed to sustainability and reducing their carbon footprint.

People - by committing to being a Living Wage Employer or employing workers from traditionally underrepresented or marginalised communities, like Fair Shot Cafe who train and employ young adults with learning disabilities.

Community - by giving back to local causes, for example 40FT Brewery in Dalston who have set up a fund to donate to local charities each month.

It is aimed at the increasing number of people who want to support ethical and sustainable companies, but find it difficult to know where to look or who to trust. By making it easier for people to discover them, In Good Company will help ethical businesses grow. Research from Business Insider and Deloitte found that 75% of consumers say they want to shop with small, local and ethical businesses, however only 26% do because it's hard and, with the rise of greenwashing, they don’t know who to trust.

Strategic partnerships with leading ethical accreditation, awards and membership bodies such as the Living Wage Foundation, Sustainable Restaurant Association, and Social Enterprise Mark CIC ensure that people can clearly see what a business is doing to be good and who they have been accredited by.

With over 300 carefully curated businesses featured on the platform, and more being added each week, In Good Company offers a convenient and accessible resource for those seeking purpose-driven options when they are going out. The platform's map view and quick filters, including location and mission, simplify the process of finding businesses that align with individual values. Users can also create personalised lists of favourites and easily locate nearby sustainable businesses, from social enterprise cafes to eco-friendly salons.

Commenting on the launch, In Good Company’s Co-Founder and CEO Alexandra Birtles said “Today’s consumers care - they want to support local, independent businesses which are putting people and planet on a par with profit. But we also know that it's still too hard to find them or know who to trust. That’s what In Good Company is on a mission to solve. Whether it's finding somewhere to have coffee with a friend, a meal for a special occasion or simply somewhere for a spot of retail therapy, with In Good Company people can feel good that they are making a difference with each choice.”

Over 2,200 individuals have already used In Good Company during its private Beta stage to explore businesses that prioritise social and environmental responsibility, uncovering hidden gems and ethical dining options in the process.

Ethical businesses and organisations welcomed the launch. Tash Gorst, founder of Gather, a refill store in Peckham said: “Now is a really tough time to be a small business owner. In Good Company helps us by spreading the word to people who are looking for businesses like ours, but haven’t yet found us and don’t know where to look.”

Monica Hide, Creative Director at Fair Shot Cafe, a social enterprise cafe which helps young adults with learning disabilities find jobs in hospitality through our training and employment said: "At Fair Shot, we're really excited by the launch of In Good Company! Joining this platform was an obvious choice for us—a gathering of kindred businesses, all committed to fostering a more inclusive and brighter future. We believe this collaboration will simplify the shopping and sipping experience for consumers, aligning with our mission of positive impact through every purchase."

Karen Sims, Owner of Know & Love, a Stoke Newington shop selling local ethical and sustainable gifts, homewares and beauty products, said “We are so delighted to be included in In Good Company’s list of ethical businesses. At Know & Love we are completely committed to a high standard of sustainable and ethical standards. We know our customers really care about where their products are made and we believe it’s good business practice to share their concerns.”

Adam Bastock, founder of Small99, which helps small businesses reach net zero, said “It’s so important to champion businesses that are doing the right thing - not only so it’s easier for customers to make the right choice, but also to build confidence with other business owners and show them the benefits of ambitious action. Our highstreets are struggling but more and more we’re seeing that local, independent shops who deliver great experiences to customers can still thrive. We’re excited to see the results of our partnership with In Good Company in celebrating such experiences.”

Jenny Herrera, CEO of The Good Business Charter, said “In Good Company is putting into practice exactly what we believe consumers want to see - a clear way to identify which local businesses are behaving responsibly and ethically.”

The female-founded startup has been recognised for its promising potential, named one of five "most promising" businesses by Soho House in 2022 and honoured as a Top 100 Startup in the SantanderX UK Awards 2022. They were also a Hustle Awards 2023 Finalist for Early Stage Innovation and were recently awarded an Innovate UK grant.

The platform is first launching in London but will then roll out across the UK. The company is currently Crowdfunding to raise £15,000 to covert its web-app into a full mobile app.