Why Rating Apps are not Enough when Rating a Brand.

In my humble opinion Australia's most ethical designer brand is Sinerji. But why has it for years now only been rated as “Good” not “Great” on the Good on You App?

The case of Sinerji highlights the importance of not relying solely on apps like Good On You for determining the ethical standing of a brand. Despite being ranked as merely "good" on the Good On You app,  Sinerji is endorsed by Fair Trade Australia, reflecting (in my opinion) a deeper, more transparent and more comprehensive commitment to ethical practices than many other bands on the app rated higher. This discrepancy underscores several critical points:

Depth of Evaluation:

Good On You: Relies on publicly available information, which may be limited or selectively disclosed by brands. This can result in an incomplete or skewed picture of a brand’s true ethical practices. In our research, we found brands with a rating of Great that had it the blurb about the brand it “It traces most of its supply chain”.  

Fair Trade Association  of Australia: Conducts thorough audits and checks on certifications, ensuring a comprehensive assessment of a brand’s entire supply chain and ethical practices. Sinerji’s endorsement by Fair Trade Australia signifies rigorous verification of their commitment to fair trade principles.

Holistic Assessment:

Good On You: Focuses on a range of factors but might miss critical details due to the limitations of public information. 

Fair Trade Association of Australia: Evaluates all aspects of a brand's operations, including labor practices, environmental impact, and community engagement. Sinerji’s alignment with fair trade principles across all facets of their business—from sourcing organic materials to ensuring safe working conditions—reflects a holistic commitment that goes beyond what may be captured in public disclosures.  

Verification and Accountability:

Good On You: Lacks the ability to independently verify the information provided by brands. This means that the app’s ratings can only be as reliable as the data available to it.

Fair Trade Association of Australia: Implements third-party audits and continuous monitoring, ensuring that brands like Sinerji adhere to strict ethical standards. This level of verification provides greater accountability and trustworthiness.

Transparency and Detailed Reporting:

Good On You: Depends on the transparency of brands but may not always have access to detailed or nuanced reports that tell the real truth, especially when a business is doing just enough to look “Great” with a dedicated marketing team.

Fair Trade Association of Australia: Requires detailed reporting and transparency as part of its certification process. Sinerji’s practice of sharing stories of artisans and their transparent production processes are indicative of their deep-rooted commitment to ethical practices, which are verified and promoted by Fair Trade Australia.

In conclusion, while apps like Good On You provide a very useful starting point for evaluating the ethics of fashion brands, they have significant limitations due to their reliance on publicly available information. The endorsement by Fair Trade Australia, as seen in the case of Sinerji, reflects a more rigorous, verified, and comprehensive evaluation of ethical practices. Consumers looking to make truly informed decisions about supporting ethical brands should consider certifications and endorsements to ensure that you don’t  over look a brand like Sinerji.

Love,

Yvie xo

PS “Good on you app”. Please take another look at Sinerji 😊