A community driven site where people do research on products so that conscientious shoppers can choose products.
For instance, if I plug in that my main choice factor is environmental impact (plastic) and avoidance of palm oil and that I’m shopping at woolworths, then it will recommend me products that tick those boxes.
The idea is that this would be a site that is entirely consumer driven. So if I have done the research on a particular product (e.g. does it contain palm oil, is it sourced from renewable materials etc) then somebody else does not have to.