Intersection Pick: EVO

The IntersectionBy Sheril KirshenbaumJun 25, 2008 5:56 PM


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Well I'm impressed... It's called EVO or www.evo.com. The goal is simple: To increase transparency in the green market, decrease green washing, and encourage corporate responsibility.

In response to this increasing demand for product transparency, EVO spent several years developing an objective and scalable technology to screen millions of products for their green attributes. EVO publishes and rates the best products (<1% of all products screened, or 20,000 products thus far) on a one to five leaf scale. Not only that, but the fact that we do not sell any products (instead linking directly to retailers) lets consumers know that we are scoring products objectively, using a scientific method rather than letting green washing affect our opinions.

It's a simple idea, but an entirely unique and honest approach toward empowering individuals. The message is that we can all help to solve environmental problems by making smart consumer decisions everyday. Sound familiar? As Jane Goodall once said: 'Every individual matters. Every individual has a role to play. Every individual makes a difference.' And the small group of partially volunteer folks running the site certainly seem to agree with her. But you don't have to take my word for it, go visit EVO and judge for yourself...

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