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 |
| Good & Well Supply Co | Candles | Online | Cruelty-free and small-batch made. Made in Seattle. Most packaging is metal (e.g. candles and incense) and paper. Other packaging appears to be thin-film plastic (e.g. for their buttons and air fresheners. Most packaging made in US. Ingredients for products sourced in US. Candles are soy, which is a better source of wax than many candles that use petroleum. Tote bags are made of cotton, which is better than synthetic fibers. | Other packaging appears to be thin-film plastic (e.g. for their buttons and air fresheners). | link |
| Floyd furniture | Bed frame | Online | The furniture is designed to be scalable, which reduces furniture waste. They produce their items in several countries, including the US (which has high environmental standards). They also include a several-step process for sustainability goals by 2025. They disclose the materials used per item and any certifications received. | In line with their already-set 2025 goals, Floyd should disclose more information about its emissions, labor practices, packaging materials and furniture materials to improve transparency. Selling online only entails shipping emissions, especially for heavy products and considering parts are made overseas (which can also reduces transparency). Fabrics include plastics, such as polyester. | link |
| Goodee | Desk, lotion, etc. | Online | Products are designed to be durable, sustainable, and ethical across the value chain. They state that their products minimize waste and are designed to last and follow the United Nations Sustainable Development Goals. They provide living wages and professional development opportunities for suppliers, a portion of profits go toward marginalized communities, and the company advocates for gender equality and diverse leadership. They are a certified B Corp and part of 1% for the Planet (1% of every sale goes toward environmental nonprofits). Brand selection is very intentional and information on each brand is provided really transparently. Each product includes a lot of information on the materials, attributes, and location of origin. You can also shop gifts by their impact. Packing labels are recycled and recyclable. Tape is plant-based and recyclable. Bubble wrap is 90% recycled, and containers are often reused. | Information on shipping practices is not provided. Information is provided for each item (e.g. if it is made from ‘natural materials’), but not at the company scale (e.g. no statement about cruelty-free, but they are B-Corp certified and held to high standards as a result). Packing bubble wrap is mostly recycled, but the items are still plastic (likely not easily recyclable) and not entirely recycled content. | link |