Who we are
Common Roots was built out of a frustration with how difficult it’s become to truly understand what we’re supporting—whether with our money, our time, or our attention. In a world overflowing with information, fact-based, data-driven insight that’s both credible and clear is unreasonably hard to find. We believe that doing good shouldn’t be this hard. Common Roots exists to make it easier.
Why we do it
We believe that informed decisions lead to meaningful impact. By pairing hard data with human insight, we aim to make clarity accessible—to empower both conscious consumers and honest businesses. Transparency creates trust, and accountability fuels change, allowing all of us to support the ideas we believe in
What we do
We analyze products, brands, and industries through measurable data, verified research, and investigative journalism to uncover the truth behind sustainability and ethics claims. Each score we assign is transparent, cited, and paired with qualitative reporting—so you can know not just what a company says, but what it actually does.
Support us
Common Roots is an independent project built on transparency, not advertising or influence. Every article, investigation, and update we publish is driven by a commitment to truth—not profit. Your support helps keep our work free, credible, and accessible to everyone. If you believe in what we’re doing, consider contributing to help us grow, investigate deeper, and support our mission.