About us
etheco was born out of a shared frustration; why is it still so hard to make ethical, eco-friendly purchasing decisions that don’t break the bank?
We’re a group of people who genuinely want to make a difference
– and who know firsthand how confusing, time-consuming and overwhelming it can be to try to “do the right thing.” Between us, we bring many decades of combined experience across accountancy, IT, journalism, design and start-ups. We’ve built businesses, analysed data, challenged claims, designed products and told stories – and we’ve seen just how much greenwashing, half-truths and misleading marketing exists in the marketplace.
etheco‘s founder, Jason Hollingsworth, has long described himself as an “eco-worrier.” Rather than letting that worry turn into cynicism, he brought together a team of like-minded experts who share both his frustration and his determination. We believe people shouldn’t need a degree in sustainability – or a premium budget – to make better choices.
Our approach is simple: the ethical and ecological conundrum we all face shouldn’t make us feel guilty about what we can’t do. It should help us feel good about what we can. We focus on practical, balanced decisions – considering People, Planet, Pocket and Performance – so that making better choices becomes realistic, empowering and achievable for everyone.
