Lets face it, trying to determine which products really are safe, healthy, green and socially responsible is a drag. Even when we’re confident that products do, in fact, match our personal values, we’re not really interested in going that far out of our way to get them.

But what if there were another way?

Imagine, for a moment, 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.

That moment has arrived. It’s called the Transparency Toolbar developed by the team at GoodGuide. We’ve been working for the past few months to make it possible.

Once installed in your web browser, the Transparency Toolbar instantly 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 – like nutrition, energy efficiency, organic, recycled materials, etc.

The Transparency Toolbar will then display whether products pass or fail on your key criteria, recommend alternative products that match your values, let you compare prices, and show you what other users think of those products.

It literally does all the informational gathering work for you and presents it in a clear, concise format at the bottom of your browser when you’re shopping. When you’re not shopping, it doesn’t appear at all. It’s the laziest and most convenient way I can think of to confidently shop for products online that match my personal values about my health, the health of my little boy, and the health of the planet.

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