What makes a good company?

At In Good Company, we’re all about connecting people who care with businesses that have a positive impact on people, the planet, and communities. We believe that business isn’t just about making money; it can be a genuine force for good.

For us, a ‘good company’ is one that applies entrepreneurial spirit to tackle environmental and societal challenges. These businesses are driven by a purpose beyond profit and integrate it into how they operate, not just an add on.

Our selection
criteria

To be listed, businesses must:

✔ Have a clear and integrated purpose that drives meaningful change OR operate in a way that naturally drives impact - even if that wasn’t their original goal. Some businesses are built around a mission, while others may not define themselves by it, yet their practices set them apart.

✔ Be consumer-facing in retail, hospitality, beauty, services, entertainment or experiences.

✔ Have a physical presence - be it a shop, market stall, or pop-up - that customers can visit.

We focus on IRL businesses because we want to use tech to inspire real-world experiences, supporting thriving high streets and businesses that give back to their communities and the environment.

Vetting process

Discovery

We find businesses through trusted partners, research, and recommendations from our users. Businesses can also let us know they want to be listed!

Research and Assessment

We conduct a thorough evaluation, considering accreditations, legal status, ratings, and ethical codes. While we prioritise certified businesses, not all businesses have them due to cost, time, or choice - so we assess them using public information or direct discussions.

Listing & Outreach

For eligible businesses, we create detailed listings compiling what makes them ‘good’ as well as key business information and ratings. We notify businesses who can then claim and review, update or opt out as they choose.

What we don’t include

Not all businesses fit our platform, even if they do good work. We currently don’t list:

Businesses that occasionally give to charity – While charitable giving is great, we focus on businesses where doing good is central, not occasional.

Those meeting only basic environmental standards – Reducing plastic waste and recycling are expected minimums. We feature businesses going further.

Organic/vegan businesses without deeper ethical commitments – We value these choices, but they should be part of a bigger sustainability mission, not just a trend.

Large chains, even if accredited – Our focus is on small, local, and independent businesses.

Well-known charity and second-hand chains – While valuable, we highlight independent, curated, community-based alternatives. We make a few exceptions where curation and quality are evident.

We also won’t list businesses that claim to be ethical but don’t back it up with real action - our research process helps ensure authenticity.

Good Not Perfect

It’s important to note that ‘Good not Perfect’ is our motto and one we will always stand by. It’s impossible to do everything perfectly as a business, especially a small one. We’re here to uplift the businesses that are trying to make a difference. They won’t always get it right, and neither will we, but we’ll work on that together.

Our partners & ongoing development

We work closely with ethical accreditation organisations and membership bodies to ensure transparency.

Find our partners here.

We’re always evolving and welcome feedback! Got thoughts? Reach out at hello@ingoodcompany.org.uk.

in good company group LTD

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