Sustainability Simplified
For Consumers
We know researching and finding products that align with your environmental and social values can be difficult, which is why we created Softly!
You have the power in the choices you make when you shop. Softly will help you make smart purchasing decisions based on what YOU value.
With 52 product attributes to pick from, you can easily find the best products for your household, such as low carbon, cruelty-free, fair wages, country of origin, or free of a certain ingredient.
Softly is a free browser extension that works on Amazon with more retailers to come.
Sustainable Shopping Made Simple
Find products you feel good about
1. Download Softly from the Chrome Web Store
It only takes a few seconds to download Softly. You will see the Softly tab on the right side of your screen when you shop online.
2. Personalize your shopping experience
Your purchases will be customized to your personal values. Open the settings gear and choose from 52 product attributes over 6 categories including Environmental Impact, Social Responsibility, Clean, Animal Welfare, Country of Origin and Allergens.
3. Shop as you usually do!
You are now equipped to make smart shopping choices. Suggested product SWAPS! are based on 3rd party verified sustainability information. Softly currently works on Amazon with more retailers to come!
Loved by Users and Press
“I’m excited to have this new app. I always feel guilty when I don’t take the time needed to truly look into all aspects of the products I buy. This is really helping.”
“I like that I can customize products suggested based on what’s important to me. P.S.: Please add more baby products.”
“I use Softly because it helps me be a better human being. It cuts down on hours and hours and hours of (product) research. Softly does all the work for me. -Raine”
“I think Softly is amazing! It helps take the pressure off trying to shop for sustainable products, products that make me feel good, and are good for the earth! -Karolina”
“I’m excited to have this new app. I always feel guilty when I don’t take the time needed to truly look into all aspects of the products I buy. This is really helping.”
“I think Softly is amazing! It helps take the pressure off trying to shop for sustainable products, products that make me feel good, and are good for the earth! -Karolina”
“I use Softly because it helps me be a better human being. It cuts down on hours and hours and hours of (product) research. Softly does all the work for me. -Raine”
“I’m excited to have this new app. I always feel guilty when I don’t take the time needed to truly look into all aspects of the products I buy. This is really helping.”
“It really is a great tool for people who want to be sustainable. There is a lot of information out there and Softly makes it very easy to figure out what good (product) alternatives would be. -Celia”
“I like that I can customize products suggested based on what’s important to me. P.S.: Please add more baby products.”
“I use Softly because it helps me be a better human being. It cuts down on hours and hours and hours of (product) research. Softly does all the work for me. -Raine”
“It really is a great tool for people who want to be sustainable. There is a lot of information out there and Softly makes it very easy to figure out what good (product) alternatives would be. -Celia”
“I think Softly is amazing! It helps take the pressure off trying to shop for sustainable products, products that make me feel good, and are good for the earth! -Karolina”
“I like that I can customize products suggested based on what’s important to me. P.S.: Please add more baby products.”
“I like the idea that I can shop for sustainable products, especially products that are made by minority women and other underrepresented (businesses). -Lynette”
“I like that I can customize products suggested based on what’s important to me. P.S.: Please add more baby products.”
“I was able to find new laundry supplies that are not only safe for my son who has allergies but are also eco-friendly Softly is going to be great for my family!”
“I use Softly because it helps me be a better human being. It cuts down on hours and hours and hours of (product) research. Softly does all the work for me. -Raine”
“I was able to find new laundry supplies that are not only safe for my son who has allergies but are also eco-friendly Softly is going to be great for my family!”
“I use Softly because it helps me be a better human being. It cuts down on hours and hours and hours of (product) research. Softly does all the work for me. -Raine”
“I was able to find new laundry supplies that are not only safe for my son who has allergies but are also eco-friendly Softly is going to be great for my family!”
“I think Softly is amazing! It helps take the pressure off trying to shop for sustainable products, products that make me feel good, and are good for the earth! -Karolina”
“I was able to find new laundry supplies that are not only safe for my son who has allergies but are also eco-friendly Softly is going to be great for my family!”
“I like the idea that I can shop for sustainable products, especially products that are made by minority women and other underrepresented (businesses). -Lynette”
Blog
Green Imagery – Is it Worth the Risk?
Around the world, companies have been criticized for greenwashing by using deceptive green imagery and vague language on their labels. US consumers are filing class action lawsuits against this practice in rising numbers. Class action lawsuits have risen over 300% in the past six months alone.
What is Greenhushing?
As a business, staying quiet is not the answer; consumers want transparency! Greenwashing has made increasingly environmentally conscious consumers wary of buying products marketed as eco-friendly. Companies want to promote the sustainability of their products but are worried about being perceived as greenwashing. This crossroads has led to greenhushing—the practice under-communicating sustainability practices.
Red, White and RISK: How to Safely Claim your Product is Made in the USA
Most consumers want to buy American-made products and are willing to pay a higher price. Companies have started to follow this patriotic marketing trend, but it has led to fraudulent claims. The Federal Trade Commission (FTC) has strict rules regarding Made in the USA labels and enforces these rules to ensure fair competition in the marketplace. The FTC’s labeling rules provide important protections for small businesses, helping them to safeguard their products and services from imitators.
Find Products at the point of sale with our Personal Sustainable Shopping Assistant