A Million
Good Choices
Curated sustainability. A showcase of ethical products, services, and destinations for people who want to make better choices - without the greenwashing headache.
Greenwashing is everywhere
of consumers don't trust brands' sustainability claims
of "eco-friendly" claims are exaggerated or false
easy ways to find genuinely good options... until now
Every brand claims to be sustainable now. "Eco-friendly!" "Carbon neutral!" "Made with recycled materials!" But how do you know what's real and what's marketing spin?
I got tired of spending hours researching every purchase. Reading between the lines of corporate sustainability reports. Trying to figure out if that B Corp certification actually means anything.
A Million Good Choices does the research so you don't have to.
What makes the cut
Not everything sustainable is featured. We're selective about what we recommend, because our credibility depends on your trust.
Verified Claims
We dig into the actual practices, not just the marketing. Certifications, supply chains, real impact - it all gets scrutinised.
Genuine Innovation
Not just "less bad" but actually good. We feature businesses that are pushing sustainability forward, not just meeting minimum standards.
Accessible Options
Sustainability shouldn't be a luxury. We include options across price points so everyone can make better choices.
Transparency
We explain why each choice is featured. No hidden affiliate agendas, no pay-to-play. Just honest recommendations.
Good choices in every area
Fashion
Home
Food
Travel
Tech
Beauty
Finance
Services
The expertise behind the curation
A Million Good Choices isn't just a passion project - it's a showcase of the skills I bring to client work every day.
SEO & Content Strategy
Ranking for competitive sustainability keywords requires deep SEO expertise.
Sustainability Expertise
Understanding what genuine sustainability looks like - not just marketing claims.
Brand Partnerships
Building relationships with ethical brands while maintaining editorial integrity.
Content Curation
Creating engaging, trustworthy content that converts browsers into believers.
"Making good choices shouldn't require a PhD in greenwashing detection."
That's the founding principle. Every recommendation, every review, every guide is written with that in mind. Sustainability should be accessible, not confusing.
Ready to make better choices?
Browse curated sustainable options, or get in touch if you're a brand doing genuine good and want to be featured.