For the past six months, we’ve been telling you there’s no magical sustainability button…Good news! Finch’s browser extension is now available on a first-come, first-served basis (so make sure you’re signed up on the waitlist!). When it’s your turn, you’ll receive an email allowing you to browse Amazon with the help of Finch. Finch will provide the most reliable, easy-to-digest, and actionable ratings on all your favorite consumer goods. You’ll get a science-backed rating based on what a product is made of, how it’s created, and how long it’ll last to help you make informed choices when you shop.
The core concepts we decode are not new, but the specific way we pull data together and make that information available is what makes Finch special. I am so excited that our product insights based on science are now only a click away.
We're thrilled to launch this browser extension as our first product, but what we’re building is not that simple. Finch isn't just a shopping guide, it’s a tool that educates people on the ins and outs of sustainability in a way that doesn’t currently exist. Right now, if someone searches “can I recycle this in my zip code” or “was child labor used in the shirt I’m wearing,” there’s no single trusted source to give us that information.
How it started...
Let’s be honest – finding simple answers that are based in fact, but don't involve interpretation of tons of CO2e or a subscription to an academic journal are tough to come by. As a self-proclaimed climate nerd, friends have always peppered me for suggestions on how to get the “most sustainable” products. The more questions I got, the longer it took to answer what on the surface seemed like a simple question. I was searching for a resource like Finch for years. One day, I stopped searching and started building.
How it’s going...
This is complicated stuff. People who have dedicated their lives to lifecycle analyses and greenhouse gas emissions inventories told me what Finch is attempting to do wasn't really possible. But, in 2020, in the midst of a global pandemic, Finch launched as an interactive resource that empowers people to make informed choices by decoding the science and language of sustainability.
Our team goes deep into the research and evaluates form, function, and impact, and then breaks it down into simple, efficient intel. What makes Finch special? Instead of relying on the same jargon that has become commonplace today, we give clear, straightforward explanations about what it all means and why it matters.
We know we will not win the fight against climate change by simply swapping out our toilet paper, but let’s be honest, none of us are about to stop buying toilet paper and shampoo, so why not start with the things we use most day in and day out. That’s why we advocate for progress, not perfection, by prioritizing everyday action and life-long learning. By knowing what to look for and what to avoid, we can better understand the world around us and ask more thoughtful questions along the way.
Where do we go from here…
We know these dreams are not going to become realities overnight. Today, we've only scratched the surface and we still have so much to do. If you're patient with us and keep giving us feedback at every turn, I promise we'll get there.
Like using Honey for discounts or Nerdwallet for personal finance, I believe Finch will become the go-to for all questions related to sustainability. Speaking of, we’ve gotten the support of some incredible leaders across tech, impact, and strategy who are helping us keep the lights on as we bring this vision to life, including Ryan Hudson, the co-founder of Honey. With their support, we’ll be investing more in our data gathering and research capabilities, and on creating more tools that get you the right intel at the right time, when you need it most.
Choose Finch and come crack the code with us – it just takes curiosity, a smart squad, and a bit of practice.