Two years ago Christian family recounted the birth of Equa, the first Italian app designed to help people make purchases based on their values. That project has grown since then. Thousands of people have downloaded the application, over 250 brands have been analyzed and a small community of aware consumers has begun to use it to guide their daily choices and push companies towards more ethical behavior.
Today, however, Equa finds itself facing a decisive transition. One of those turning points that can determine the future of a project: consolidate it and allow it to grow, or slow it down to the point of compromising its existence. The challenge is not about technology. It’s about something much more important: the possibility of continuing to produce independent information essential for every responsible consumer, in a world increasingly dominated by marketing and the declarations of companies that have every interest in presenting themselves as friends of the environment and rights.
The right to know what’s behind a product
Every day we buy food, clothes, shoes, phones and many other products. More and more people would like to know if they are hiding behind those goods labor exploitation, environmental damage, intensive farming or human rights violations. The problem is that finding reliable information requires time, skills and access to sources that are often difficult to consult. Companies invest millions of euros in communicating their image, while those who purchase have few tools to verify independently how closely those promises correspond to reality. This is where the need for a project like Equa arises.
An app that evaluates companies, not slogans
Equa is the first Italian application that evaluates companies based on respect for human rights, the environment and animal welfare. The ratings are not based on advertising or company statements, but on rigorous research that analyzes public documents, company policies, certifications, controversies, reports from independent organizations and other verifiable elements (here is the list of main criteria).
The goal is not to identify perfect companies, but to offer tools to distinguish those who demonstrate a concrete commitment from those who limit themselves to building a positive narrative of themselves. In this way the consumer is no longer forced to choose solely based on the lowest price or the reputation of a brand. You can decide by also taking into account the social and environmental impact of your choices.
A consumption that becomes citizenship
The idea behind Equa is simple: purchases are not just economic transactions. They are also acts that produce consequences. When millions of people reward certain production practices and discourage others, influence the behavior of companies. This is why responsible consumption can become a form of civil participation.
The app also offers the possibility of sending pre-populated emails to companies asking for greater transparency or policies that are more respectful of rights and the environment. A small gesture which, multiplied by thousands of people, can help generate concrete changes. In an era where many citizens feel helpless in the face of major global challenges, Having tools that allow you to impact daily life takes on a particular value.
An independent project to defend
Equa’s strength lies first and foremost in its independence. The app is developed by the non-profit association Observatory on Human Rights Ets and does not host advertising. It does not receive funding from the companies it evaluates and does not accept sponsorships that could compromise the freedom of analysis. This choice guarantees credibility, but also entails an inevitable consequence: the project can survive and grow only thanks to the support of those who share its mission.
Analyzing a company requires time, skills and research work. Each new evaluation published on the app is the result of an activity that has significant economic costs and which cannot be improvised. In recent months the economic resources available have been reduced and today Equa risks not being able to maintain the pace of development necessary to expand the number of companies and sectors analysed.
Why support Equa today
The question that this situation poses to us, ultimately, is simple: Do we want to continue to have an independent tool that helps people direct their purchases according to ethical criteria and pushes companies to act with respect for people and the planet we live on? If the answer is yes, now is the time to support it.
Equa recently launched un major fundraising campaign that aims to jump-start researchers’ analysis of dozens of new companies and significantly expand the amount of information available to consumers. It therefore means offering thousands of people the opportunity to choose with greater awareness.
And it also means increasing pressure on businesses to improve their practices. Behind every published evaluation there is the belief that the market can be made more transparent and fairer and that citizens have the right to know the consequences of their purchasing choices. There is a desire to build an economy that takes into account not only profit, but also the dignity of people, the protection of ecosystems and respect for animals.
Because of this, a donation to Equa does not simply support an application. It supports a common good: the possibility of making informed choices and transforming daily consumption into a tool for change. The future of this project is being played out these days. And it depends on all the people who believe that a more responsible economy is not only desirable, but possible.
To find out more and participate in the fundraising campaign now, click here
