top of page

Good words

Keep up to date with news, views and good words. 

Here we share insight and tips, links and reports - and showcase the great innovations, projects and positive impact our clients and partners are bringing to the world.


We are so happy to be able to support start-ups and people trying to do good for both planet and people. 

Nordic Circular Hotspot is on a mission to accelerate the transition to an inclusive, circular and sustainable economy in the Nordics and we are thrilled to announce that Shop of Good is the newest addition to their Partnership Programme.

Not only does this underscore our commitment to supporting circular economy principles (and startups in this space) but it provides a great platform to collaborate closely with like-minded individuals and organisations in the Region. As the saying goes "It takes a village for real change to happen" and we're honoured to be part of this village. 🌿


May 2023

As a good tech or positive impact startup, you have an important message to share with the world. Whether you're launching a new product or service, announcing a funding round, or sharing a major milestone, a press release can help you get the word out and generate buzz. However, it's important to approach press releases with care, as they can be easily misinterpreted or dismissed if they are perceived to contain greenwashing language. With that in mind, here are a few simple tips for writing a great press release that effectively communicates your message.

1. Highlight Your Unique Value Proposition: Your press release should clearly communicate what

sets your company apart from others in the industry. What unique value proposition do you offer? How are you innovating? What makes your product or service stand out? Focus on communicating your strengths and differentiation in a clear and concise manner.

2. Avoid 'Over Hype': One of the most important aspects of any press release is honesty. Make sure

that you are accurately portraying your company, product or service, and accomplishments. Avoid exaggerations, half-truths, or misleading statements, as they can quickly undermine your credibility. Instead, focus on communicating your positive impact in a clear and factual way.

3. Take Great Care When Making Sustainability Claims: Greenwashing is the practice of making

exaggerated or misleading environmental claims about a product or service. Before using terms like Green, Eco, or Sustainable, it's essential that you are able to explain 'how' and can back up your statements with proof-points.

4. Data And Evidence Are A Must: To back up your claims and make your press release more

compelling, use data and evidence to support your statements. This could include statistics, customer

testimonials, third-party endorsements, and test results.

5. Keep It Concise: Your press release should be concise and to the point. Avoid using jargon or overly

technical language, and make sure that your message is clear and easy to understand. Aim for no

more than one page in length.

6. Make Sure You Include A Call-to-Action: Finally, make sure you include a call-to-action in your

press release. This could be a link to your website, a call to sign up for your product or service, or an

invitation to attend an upcoming event. Make it super clear what you want your audience to do next.

By following these tips, you can write a great press release that effectively communicates your message, highlights your unique value proposition, and avoids greenwashing language. This also provides a good check list for press releases that are created by partners and your agency. Good luck!


At Shop of Good, we’re all about reducing our carbon footprint and making the world a better place. That’s why we were so excited to hear about ThredUp’s new carbon footprint calculator. So, of course, we had to give it a go.

The team here at Shop of Good took the test and we’re proud to say we’re all LEGENDS! We’re doing all the right things, and following all the guidance given, but it still doesn’t feel like enough.

ThredUp, the US-based resale website, partnered with Green Story Inc. to create a tool that draws on existing studies and data, including a Life Cycle Assessment report on resale versus linear clothing systems. The calculation tool asks 10 questions, including how often you buy new clothes, how often you do laundry, repair, and dry clean. It also asks what percentage of purchases are second-hand before calculating the carbon footprint of your shopping habits annually, and how this compares to the average consumer.

It’s no surprise that buying second-hand gives you ‘legend’ status. If we all switched to buying second-hand, production could be reduced by nearly 8% by 2027. But switching to second-hand isn’t enough. The more people that do it, the bigger the impact.

We know that shopping and fashion can be emotionally driven and image-focused, so it’s easy to flip our over-consumption habits to the second-hand market. Big brands know this, which is why we’re seeing the rise of brand resale offerings.

The real power we have as individuals is choosing to buy LESS and make it last. Buy less, and when you buy, make sure you try to buy second-hand first. If you do need to buy new, set criteria for yourself – like sustainable materials, chemical-free, transparent supply chains and recyclability. Take good care of your clothes, so they last as long as possible and retain value, should you choose to sell them on.

We believe Less is Best, and we love the approach of the Rule of Five, recommended in the Hot or Cool Institute’s Unfit, Unfair, Unfashionable report. According to the report, big changes from the industry itself – combined with pressure from organisations and policy interventions from governments – are key for a sustainability transition in the fashion sector. But demand-side measures, like individual lifestyle changes, can also make a massive impact.

As individuals, we can focus on our own piece of the puzzle and change the way we consume, starting today. Calculate the carbon footprint of your wardrobe and see how you can make a difference!

bottom of page