FUTUREKIND™
KNOW MORE ABOUT WHAT YOU SUPPORT.
FutureKind™ investigates the products and companies shaping everyday life—looking beyond marketing to understand their impact on people, the planet, and the future.
We don’t tell you what to choose. We help you see the bigger picture so you can decide for yourself.
WHY FUTUREKIND™?
You’ve heard of humankind…
We’re thinking about FutureKind™?
We don't know exactly what the future will look like, or who will inhabit it. FutureKind™ represents a future that considers more than ourselves: people living today, generations we will never meet, the plants and animals with whom we share this planet, and whatever forms of life and civilization the future may hold.
Because the choices we make today aren't only creating our future. They're shaping a world that other beings will inherit.
And kind carries another meaning too: a future built with greater kindness—for people, for planet, for other forms of life, and for those who come after us.
WHAT KIND OF FUTURE ARE WE CREATING, AND WHO ARE WE CREATING IT FOR?
THE FUTUREKIND™ ECOSYSTEM
FutureKind™ is designed around a simple belief: No single person, organization, certification, or source knows everything. Better information emerges when we bring together lived experience, credible research, professional expertise, and different perspectives. That is why FutureKind™ is built around three interconnected communities.
THE COLLECTIVE
THE WHOLE
The Collective is everyone. Consumers, families, community members, and anyone who wants to participate in building a more transparent marketplace and regenerative future.
The Collective brings something traditional research cannot always provide at scale: lived experience.
Together, the Collective can:
Share experiences and feedback
Ask questions
Suggest products and companies to investigate
Participate in surveys and research
Share knowledge and observations
Identify concerns or questions worth exploring
Help determine what matters to the community
Contribute real-world product experiences
Help shape what FutureKind™ investigates next
Your experience is part of the evidence.
THE COALITION
THE LEAF
The Coalition brings together organizations and partners whose knowledge can strengthen the work.
This may include researchers, nonprofits, advocacy organizations, aligned businesses, institutions, regenerative leaders, educators, and other organizations contributing credible knowledge, resources, data, or perspectives.
Together, the Coalition can:
Share research and data
Contribute specialized knowledge
Expand perspectives
Identify emerging issues
Strengthen research
Connect complementary areas of expertise
Support solutions
Help move collective knowledge into meaningful action
The Coalition recognizes that we do not need to recreate good work that already exists. We can connect it.
THE COUNCIL
THE HEART
The Council provides guidance, expertise, accountability, and methodological oversight.
It is envisioned as a trusted group of scientists, researchers, practitioners, specialists, and subject-matter experts who can help FutureKind™ navigate complex evidence and continuously strengthen its methodology.
Together, the Council can:
Review methodology
Interpret complex evidence
Identify blind spots
Challenge assumptions
Recommend improvements
Provide subject-matter expertise
Protect independence
Uphold transparency and integrity
The Council exists not to decide what people should think, but to help ensure the information FutureKind™ provides is responsible, rigorous, transparent, and worthy of trust.
THE WHOLE-PUZZLE METHOD
We look at the whole picture.
FutureKind™ brings together the pieces that are often evaluated separately to understand a product’s true impact from beginning to end.
We research the full life cycle. We compare promises with evidence. We incorporate scientific research and real-world experiences. And rather than looking only for what is wrong, we also look for what companies are doing right.
Different organizations examine individual pieces of the puzzle. FutureKind™ connects those pieces so you can see the bigger picture.
CONNECTING THE PIECES
Credible research. Established standards. One bigger picture.
FutureKind™ doesn't try to replace the organizations already doing important work.
We bring together credible research, certifications, testing, standards, and real-world evidence from across different areas—then connect those individual pieces through the FutureKind™ Whole-Puzzle Method.
Their expertise helps us understand the pieces. FutureKind™ helps you see how the pieces fit together.
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EWG
Ingredient safety, chemical information, health concerns, and consumer product research.
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B CORP
Company-level social and environmental performance, accountability, and transparency.
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CRADLE TO CRADLE
Material health, product circularity, clean air and climate protection, stewardship, and social fairness.
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CONSUMER REPORTS
Independent product testing, performance research, safety information & consumer advocacy.
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MADE SAFE
Ingredient and material screening focused on human health and ecosystem safety.
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FAIRTRADE
Responsible sourcing, labor standards, farmer protections, and fairer supply chains.
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GOOD ON YOU
Fashion-focused evaluation of impacts involving people, planet, and animals.
Others go deep into individual pieces. FutureKind™ connects the pieces.
FutureKind™ references independent research, certifications, standards, testing, and publicly available information from a range of credible organizations. Inclusion does not imply partnership with or endorsement of FutureKind™ unless specifically stated.
START WITH WHERE YOU ARE
Practical ways to begin bringing regenerative living into everyday life.
KEEP LEARNING
