About Us

Who We Are

Pick Ethical is an online media platform featuring guides, reviews, and sustainable business profiles.

We believe that we have a collective responsibility as an individual, an organisation, and as a nation to protect the planet.

We make it simple for people to make more ethical and sustainable choices.

We don’t have a motto yet (it’s early days).

Ethical? Obviously.
Sustainable? You bet.
Wry writing style? Often.


Our mission is to support people who want to live more sustainably by making it easier to identify ethical products and provide sustainable lifestyle advice without jargon.


Our first aim is to create the UK’s best directory of zero wastes stores.
Our ultimate goal is to become the go-to place for eco-friendliness.