One great way to defeat denial and steer clear of greenwashing is to see good examples from real-life businesses. On this page, we highlight companies and products that are truly promoting sustainability in their business practices.
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| Company | Product example | In-store/online | Success/role model features | Improvements/clarity needed | URL |
| Ardent goods | Soap, sponges, spades | Online and available through partnered retailers. | The products are designed to reduce waste and use non-toxic ingredients. Packaging is biodegradable or recyclable or “multiple use.” They also use “sustainable textiles.” All items are made in-store in small batches (which can improve accountability) in California. | Saying that all packaging is multiple use is a bit tricky, given that even most plastics are ‘reusable,’ however Ardent uses materials like ceramic for ‘multiple use’ which are high quality and built for ‘circular use’. | link |
| Growers & Co. | Overalls and spades (regenerative farming clothes and tools) | Online and in a few retail locations in Canada. | All tools are made with regenerative (best-practice for the planet) farming in-mind, to be good for the soil. Clothes are made from fibers that are not synthetic (e.g. regenerative wool) or are recycled (e.g. recycled polyester). Their magazine highlights the work of small-scale farmers. They also include a program to give back and train new farmers in environmental best-practices. | Recycled synthetic fibers (e.g. polyester) may still shed microplastic fibers because they are, truly, plastic. However, these are repurposed. | link |