The concept first came to Marron years ago during a conversation with Anna Wintour (she's also a contributing editor to Vogue) about the future of retail. "I suddenly had this idea for a store where all profits go to good causes, and the customers actually vote on the causes," Marron tells mbg. After experimenting with a brick-and-mortar store concept, she toyed with the idea of website where people could go for easy-to-digest information about brands doing good.
And with the recent increase in consumer demand for mission-driven companies, now became the perfect time to launch it. "Particularly last year, I noticed more companies were entering this world, and I thought why not give it a go," she says. Recent data shows that 87 percent of people will choose a product because a company advocated for an issue they cared about, and 76 percent of them will refuse to purchase from a brand that goes against their beliefs. Furthermore, 90 percent of Americans are more likely to trust a brand that has some kind of philanthropic giving program. Millennials are spearheading this shift, but other generations are signing on too. Marron describes people of all different ages—her husband who told her about Bombas socks, a friend who recommended Tom's—as catalysts for this new project.