What you buy should reflect what you believe.

In a world that never stops selling to us, Follow Your Compass puts the power back in your hands by helping you spend in alignment with your values.

The story

It started with a simple frustration. I wanted to support female-led businesses, but finding that information was surprisingly hard. And the more I looked, the more I realised it was the same story for every value I cared about.

Want to know if a brand is B Corp certified? Sustainable? Fair trade? You could find the answer, but only if you knew where to look and had the time to dig.

So I built the tool I wished existed. Follow Your Compass brings it all together in one place, so whatever you care about, you can find brands that actually reflect it.

Eva McCarthy
Founder

Why Follow Your Compass matters

We live in an era of relentless consumption. Brands compete for our attention on our feeds, our screens and our streets. Buried within that noise is something genuinely powerful: our ability to choose.

In a modern capitalist society, where we shop is one of the most direct ways we can create change. Every purchase is a small vote for the kind of business practices we want to see and the kind of world we want to live in. Consumer choices matter. Collectively, they shape industries.

Follow Your Compass exists to put that power back where it belongs, with you.

How it works

Search any brand

Type in a brand name and we'll tell you whether it's female-led, B Corp certified, sustainable, and more.

Or browse by values

Know what you care about? Filter by up to 12 values including fair trade, vegan, plastic-free, and made in Australia to find brands that match.

Database + AI

We check our curated database first. If a brand isn't there yet, our AI researches it in real time. Results are improved by human feedback — so if you spot something off, please let us know.

The values we track

We cover 12 values across ownership, ethics, and environmental impact.

Female-ledSmall businessSocial impactB CorpFair TradeSustainableCarbon neutralOrganicMade in AustraliaVeganCruelty-free

A note on accuracy

Our database is hand-curated but not exhaustive. AI powered research results are flagged and users can provide feedback on them. We always recommend verifying directly with the brand for anything critical. If you spot an error, we'd love to hear from you.