Afterpay has announced a partnership with sustainable and ethical fashion directory Good On You, a pioneering ratings platform which connects conscious shoppers to better brands through empowering consumers to know their impact.

Solidifying Afterpay’s commitment to encourage sustainable shopping, the new partnership will enable 50 Afterpay merchants rated every month on Good On You.

More than ever, Australians are seeking information on brands’ sustainability and ethical practices, and in turn are becoming more conscious about those they support and purchase from.

In particular, Gen Z care about sustainability and are concerned about a brand’s transparency, and they want to see the brands they follow embrace these same beliefs, as revealed in the Afterpay Gen Z Global Report: Financial Feels.

Good On You data shows that purchases with sustainable fashion brands have doubled in recent months, whilst the average time spent browsing the directory and searching for sustainable brands increased by 30 per cent between April to June in Australia.

Since 2015, Good on You has built a database of thousands of fashion brands, all assessed against a robust rating system for their impact on people, the planet and animals.

Good On You rates up to 100 brands per week and allows customers to source sustainable brands from a database of over 3000 ratings. Afterpay merchants who already hold a ‘Good’ or ‘Great’ rating include A.BCH, Outland Denim, Adidas and Patagonia.

More than 700,00 consumers browse Good On You every month, including actress and activist Emma Watson, who has been a long-standing advocate for ethical and sustainable fashion throughout her career and is a Good On You supporter. The new partnership will allow Australian shoppers to buy from sustainable and ethical brands and pay it off in four instalments, so they can feel good about both their purchases and finances.

Anthony Eisen, Afterpay CEO and co-founder says, “At Afterpay, we are proud to be kicking off a partnership with Good On You, furthering our efforts to encourage sustainable shopping. With millions of consumers and thousands of merchants using our service, we want to ensure our customers are able to identify responsible brands in our ‘Shop Sustainably’ category so they can confidently purchase items that match their values.”

Sandra Capponi, Good On You co-founder says, “At Good On You, we’re committed to creating a sustainable future, and we’re thrilled to partner with like-minded businesses including leading retail and payment platform, Afterpay. With their customers being able to access thousands of brands, it’s a huge opportunity to hero brands that put ethics and sustainability at the heart of their business.

“Together with our community, which includes supporters like Emma Watson, we can inspire consumers to read between the seams and use the power of consumers’ choices to make fashion fair and sustainable.”