What is the Moral Compass?
With the moral compass, we want to help you adjust your choice patterns based on thorough research. In doing so, you contribute in an accessible way to a fairer, healthier, and safer world.
You have power as an individual
"If I sort my waste but my neighbors don’t, what’s the point?" It’s easy to downplay the impact of a single individual. This mindset underestimates the power of leading by example through conscious behavioral change. Moreover, in many cases, supply directly reflects demand — demand that arises from individuals with shared desires.
When enough consumers are well-informed and willing to make different choices for moral reasons, the supply will simply adapt — and with it, the entire supply chain.
In a world where the market dictates reality, the well-informed consumer is more influential than you might think.
Casting your vote in elections is just one way to shape your environment. Today, the market largely defines our political, economic, and social reality. The conscious choices you make about what you use and purchase directly impact how the world functions.
A strong informational foundation is essential for good citizenship.
To effectively exercise your freedom of speech, voting rights, rights to assembly and protest, it’s crucial to know the facts: who owns what, and what interests are at play. It starts with the ability to distinguish truth from falsehood.
Knowing what’s really going on disarms those who seek to exploit complex situations.
It’s often said: under pressure, everything becomes fluid. In times of crisis, the complexity of the situation—combined with psychological stress—can blind the masses, giving bad actors more room to manipulate. Recognizing patterns and communication tactics is key to limiting the damage.
To reduce polarization, you must permanently leave your bubble.
Mechanisms of change
Innovation and industry disruption
Consumer demand for ethical alternatives spurs innovation. Startups and established companies alike develop new products or business models to cater to moral preferences, sometimes disrupting entire industries.
Investment and financial markets
Ethical consumerism extends to investments. People increasingly choose to invest in companies with strong Environmental, Social, and Governance (ESG) records, directing capital toward responsible businesses.
Demand and supply
Every purchase is a vote. When consumers consistently choose products or services that align with their moral values (e.g., fair trade, eco-friendly, cruelty-free), they signal demand for those attributes. Companies respond by adjusting supply to meet demand, often leading to industry-wide shifts.
How to use the Moral Compass
We publish articles about: the true owners of companies, pollution or inhumane conditions in supply chains, the societal impact of certain services/products, the gap between corporate marketing narratives and reality, the interests behind political decisions, why certain narratives are chosen and how they align with reality.
Read articles on topics close to your heart.
Not everyone engages with the same issues — and that’s okay. Some may feel deeply connected to the suffering in Gaza and Israel, others to the crisis in Ukraine and Russia. We advise against carrying the weight of the world’s problems. Instead, selectively focus on issues where you want to make a positive difference.
Make different choices when the opportunity arises.
You don’t need to upend your entire life to achieve your goals. If you make informed, deliberate choices when opportunities naturally present themselves, you will help make the world a better place.
Share information with others.
There’s no need to preach morality or pressure others into making the same choices as you. Often, this approach backfires. However, having knowledge ready when someone asks or when the topic comes up can be powerful. One thing is certain: information always influences behavior. Only when someone encounters certain information do they have a chance to make different choices in the future.
What criteria do we use to recommend or discourage something?
Quod tibi fieri non vis, alteri ne feceris.
Everyone knows the Golden Rule from childhood: "Treat others as you would like to be treated." Yet in practice, this principle is often ignored—especially when your choices indirectly harm others. If you buy pants from a sweatshop while having twenty unworn pairs at home, you—consciously or unconsciously—permit your comfort to come at the expense of someone else’s well-being and health.
We apply the Golden Rule as the foundation for all the cases we write about, even in situations of indirect harm.
Kleptocracy & corruption.
Companies that knowingly do business with kleptocracies, dictators, corrupt organizations, or governments automatically score poorly in our Moral Compass. This does not apply to brands that simply sell products in a dictatorship, such as a laptop manufacturer. However, we do assess companies that directly collaborate with corrupt entities — for example, an energy company buying oil from a state-owned enterprise under a dictatorial regime.
To prevent the spread of corruption, a zero-tolerance approach is essential. We almost never accept the idea that "the ends justify the means" in this context. Fighting corruption requires clear boundaries and consistent action.
Zero tolerance for misinformation and disinformation.
Universal Declaration of Human Rights.
A product or service can only be recommended by us if it aligns with all articles of the Universal Declaration of Human Rights.
