How Can You Trust Brands’ Sustainability Claims? with Abbie Morris

28 Jun

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This week, meet Abbie Morris, the founder helping consumers make ethical and sustainable choices by verifying claims made by brands and retailers.

Abbie founded Compare Ethics in 2018 and has since raised a pre-seed round of £441,000 through venture capital funds, led by Ascension Ventures. Abbie is a Woman in Innovation grant winner and was recently featured on BBC’s Dragon’s Den, where she won over both Peter Jones and Deborah Meaden.

Before launching Compare Ethics, Abbie worked as a sustainability consultant for over ten years, helping corporates and governments, including the United Nations and World Economic Forum, to build responsible policies and communicate these globally.

But as a consumer, Abbie struggled to see how to purchase products that aligned with her values. She was untrusting of the claims made by brands about their ethics and approaches to sustainability. Finding that no objective sustainable verification platform existed to help shoppers and brands at scale, Compare Ethics was born.

Abbie is a Women in Innovation Award winner. If you are an aspiring entrepreneur with an innovative idea, see how Innovate UK’s Women in Innovation Award could support you.

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