We rate who gives a shit — and who’s full of it.
Our AI-powered platform cuts through corporate greenwashing to rate how much brands genuinely give a shit about doing good — across four key pillars: Planet, Animals, People, and Transparency.
The movement
A new home for people and brands who actually care — about the planet, animals, and people.
No greenwashing. No empty slogans. Just those who give a damn (or, you know… a shit).
Because it’s not cool to be careless anymore.
Because the world needs more people who act like they care — not just say they do.
Because giving a shit is contagious.
The mission
We’re celebrating the doers. The changemakers. The brands who walk the talk.
From sustainable sneakers to cruelty-free coffee, we spotlight the people giving a shit — and doing it brilliantly.
Planet
Every choice matters.
Animals
Compassion is power.
People
Fairness, equality, dignity.
