Sustainability is complex—but we love a good puzzle! Inspired by Mike Berners-Lee’s How Bad Are Bananas?, we ask the same question he does: how do we navigate something so detailed and ever-changing? Exact figures aren’t always helpful; what matters is comparing products in clear, meaningful categories. A sense of scale is key—where materials come from, how far they travel, and whether the product is genuinely wanted. For us, it’s about caring about the details without getting lost in them.

We gather data in 5 key areas for every product we assess, we then apply an Ai algorithm to provide an unbiased score to gauge the products sustainability.