We are a study group of life-long learners inspiring citizens to understand the power of every decision.
We believe everyone can crack the sustainability code and that, together, we can find the best of the best – best in function, best in experience, and best for a healthy, just planet.
Science powers our insights and guides our mission to decode sustainability.
Just like learning a new language, mastering the science of sustainability takes curiosity and a bit of practice. This isn’t about fluency, it’s about learning a little more every day and gaining the confidence that comes with proficiency. Just like our avian namesake, incremental change and a willingness to adapt help us thrive in an unpredictable world.
Understanding the science of sustainability gives control back to you as a citizen, not just as a consumer. We aim to prove that sustaining the planet and society doesn’t mean sacrificing your personal wants and needs. We advocate for agonizing less, and living more.See how it works
How we put ourselves
through the wringer
- Science comes first
- It all comes down to trust, so we lean on rigorous research and scientific facts to provide clarity and objectivity.
- More within reach
- For many, living sustainably is a necessity, not a nice-to-have. We’re tired of the trendy, inaccessible lifestyle bit and aim to decouple sustainability and status.
- Words have meaning
- Sustainability is complicated and confusing and words like "green" and "clean" aren’t helping. We say what we mean, not just what others want to hear.
- Real-life approved
- We’re out to prove that sustainability doesn’t mean sacrifice. This isn’t about just being responsible on paper, it’s about showing up and having a damn good time doing it.
- Progress not perfection
- We’re on an ever-evolving path and no one has all the answers. We adapt and take simple, efficient steps forward because we believe our individual actions can lead to collective rewards.
Choose wisely with Finch
Our word is only as good as the data we provide, so we are rigorous about our research and point to primary sources at every step.
Our crystal-clear ratings decode products’ environmental and social impacts and highlight functionality, making sure you get the right intel at the right time.
No one should be beholden to "sustainable", "clean", or "green" restrictions. We’re here to support your choices and point you in the right direction, so you can focus on what matters.
The 'A-Ha' Moment
A note from our founder
For nearly twenty years, I’ve devoted my life to the fight against climate change. All the while, friends and family have peppered me with questions about the sustainability of consumer goods: What sheets should my sister-in-law buy for her new baby’s crib? Do paper towels lead to deforestation? What’s a paraben?
Cutting through the jargon and searching for answers requires time and energy. Diving deep on this stuff is one of my favorite hobbies, but even with advanced degrees and years of corporate sustainability experience, it made me wonder why sustainability is so daunting, complicated and exhausting.
And what about people that don’t have someone like me on their speed dial? So, in 2017, I started a blog to share my research and help people make more sustainable choices. More and more questions flooded in, and people I didn’t know started following along. That’s when it hit me: Most of us want to do better, but we aren’t sure where to start. This isn’t about believing in climate change, it’s about understanding it. This is what led to Finch…
At Finch, our goal is to equip people with the x-ray vision to see through the bullsh*t and the know-how to choose wisely.
At the end of the day, consumerism in any form won’t solve the problem, but I firmly believe that we all have a role to play. Understanding the science of sustainability gives control back to people as citizens, not just as consumers.
Join us – bravely try something new, stay curious, and take action…because we have a planet to save.
Founder & CEO, Finch
We’ve brought together a powerful mix of full-time and part-time team members and advisors all passionate about using science to inspire people to understand the power of every decision.
From international environmental lawyers, to data scientists and machine learning experts from the heart of Silicon Valley, to PhDs in material science and global warming, to veterans of the consumer goods industry, we’re putting products through the wringer to help you find the best of the best.