Ratings upgrade 2025

Shop Ethical Introduces Major Upgrade to Ratings System
Posted by Shop Ethical on March 23, 2025

Hey there, ethical shoppers! We’ve got some exciting news to share. After years of growing our assessment database and fine-tuning how we evaluate companies, we’re rolling out a major upgrade to our ratings system. Say hello to eight new tiers: A+, A-, B+, B-, C+, C-, D+, and D-. This update is all about giving you a clearer, more detailed picture of how companies stack up when it comes to ethical behavior.

Why the Change?
As our database has expanded, we’ve been able to dig deeper into the nuances of company performance. We’ve always aimed to help you spot the difference between businesses that are truly leading the way on ethics and those that are lagging behind. Now, with these new tiers, we can do that even better.

Take an A+ rating, for example—think of a company like Etiko, racking up multiple praises for its standout ethical practices. Compare that to an A- company like Coyo, which qualifies for an A but doesn’t quite shine as brightly. On the flip side, a B+ rating might go to a company with lots of praise but some minor criticism—like businesses with annual revenue over US$1 billion. (You know our stance: we’d rather see your dollars support smaller players than giant multinationals!)

Then there’s the C range. A C+ rating means a company has faced some significant criticism, but its praises still far outweigh the negatives—think Unilever, H&M, Adidas, or Lion. Meanwhile, a C- tells a different story, like McCormick, where praise and criticism are more evenly matched.

Breaking It Down
Here’s the gist:

    A+, B+, C+: These “plus” ratings highlight companies with heaps of praise, tempered by varying levels of criticism.
    A-, B-, C-: These “minus” ratings highlight companies which just scraped in to their letter grade.
    D+, D, D-, F: As you move down this scale, criticism starts to edge out praise, bit by bit.

Our core assessment weightings haven’t changed—we’re still using the same rigorous criteria we always have. What’s new is how we interpret that data to assign ratings. It’s a more sophisticated approach that reflects the complexity of ethical performance today. Curious about the nuts and bolts? Check out our About the Ratings page for the full scoop.

A 20-Year Journey
This update is just the latest chapter in our 20-year story of evolving our ratings to better serve you. From the early days to now, we’ve been committed to giving you the tools to make choices that align with your values. Want to dive into the history of how we got here? You can read more about it here.

So, what do you think of the new tiers? We’re excited to hear your feedback as you explore this update. Together, let’s keep pushing for a world where ethical shopping is the norm—not the exception.

Happy shopping,
The Shop Ethical Team