PhotoHoliday shopping season is in full swing, and many consumers may be heading online to complete their shopping. But while it’s certainly easy to click “add to cart,” it’s not always easy to find out if your money is going to a corporation with ethical business practices.

DoneGood, a new browser extension for Chrome, is making it easier for eco-conscious consumers to verify that they’re buying a product from a socially responsible company.

The way it works is simple: while you’re searching for a particular gift on Amazon or Google, the extension works in the background to see if a product similar to the one you’re looking at can be purchased from a company with ethical and sustainable manufacturing techniques.

The extension is free, takes just a few seconds to install, and the company says it could trigger a domino effect of good.

Empowering consumers

Buying a DoneGood alternative can yield both moral and monetary rewards while giving smaller companies with ethical business practices a boost, says co-founder Cullen Schwarz.

In our supply and demand economy, increasing the demand for sustainable and ethical practices is key. Casting your vote for reponsible practices is as easy as spending money at companies that share your values, says Schwarz.

“We believe the most powerful tool for change is the money we spend. We want to help people find better products that they can feel good about, make the world better, and save money at the same time,” he told Mother Nature Network.

There’s also a DoneGood iOS app (Android coming soon), which lets users browse products based on the issues they support. Users can see, for instance, which companies focus on which issues simply by browsing by filters such as “Green,” “Cruelty-free,” or “Minority/women-owned”.

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