It’s happened. We’ve changed our name –and our looks– in order to be more… well, ourselves.

Being The Do-Gooders was fun, don’t get us wrong, the name had that tongue-in-cheek side to it. We also liked that it was descriptive to both sides, the amazing brands on our platform, as well as the consumers – everyone who believes, with us, that a better economy is possible.

But guess what? Not everyone likes to be called a do-gooder (what!?). And we hated the idea of making some people feel they didn’t belong, it’s contrary to what we believe in. And the thing is, after a year of seeing change become the standard, business pivoting to survive, and whole industries come to a full stop for a while, it only made sense for us to go back to basics, and discover once more who we are.

The process helped us emphasise what we exist for, and articulate what change we want to see in the world.

And so, Goodfind was born…

We’re still your secret weapon for finding ethical alternatives to everything, we’ve just had a makeover and an upgrade; to deliver our mission better. 

What’s our mission, you might ask?

Well, we’re obsessed with helping people challenge their own consumption habits and to create new ones that align better with their values. We do that by making ethical alternatives accessible and practical. Not an easy task, for sure. But we’re convinced it’s possible, so along with our rebrand, we’ve improved our search functionality. Now finding what you need amongst the 600+ brands in our directory is that much easier.

We’re all busy! We get that, and we think jumping from buying a plastic litre of cow’s milk in the corner shop to making your own oat milk is, well, unrealistic, to say the least. We believe in small changes and marginal gains that add everyday, we believe in constant sustainable improvements and imperfect social and climate warriors who do what they can, and improve with time –and we’re here to do just that.

More trust, less Greenwashing

Let’s be honest, finding ethical alternatives can be daunting when you can’t compare a few options side by side, or when you don’t know if you can even trust their claims. The good news is, we do that job for you. All the research, all the vetting, and the curation taken care of, so you simply find and choose. 

Now you’ll find yourself saying “WOW, that’s a Goodfind” more often – finally dropped the pun :)

More Inspiration, less confusion

Part of this exciting journey for us is to help you navigate the world of sustainability in a less scary way. There’s a LOT of jargon out there, and things can get pretty “academic” between greenhouse gas emissions and intersectional environmentalism (breathe now, it’s ok, we’ll stop there).

We’ve launched a brand-new blog, which will hopefully help explain things as they are, in simple concepts and language we can all understand. Expect inspiring content, new things to learn, a few bold statements and even some swearing, when appropriate. 

It’s early days though, we’d love to hear what you want to read about, write us a note and let us know!

You can say we’re doing a better job, and look better while doing it. Good right?

Well, those are our changes for the better out of the way. Now let’s help you make yours. 

We don’t mind if you use us religiously, or casually dip in and out. Even if we help you make just one good change, we’ll consider that a win. Like signing up to our newsletter. Which you can do here. Nice one.

Words by Nohelia Rambal