Interview with Omar Agor-Wood Founder of Pick Ethical

We want to make it as easy as possible for people to make more ethical and sustainable choices.

Can you tell us what’s special about your brand/business?

Pick Ethical is an online media platform with guides, reviews, and opinions on sustainability. On top of that we have a growing zero waste store directory: so users will be able to find, review and bookmark their nearest plastic-free shop using our map and search features.

Store owners will also very soon have the ability to announce their store’s news, and have their store featured for potential customers across newsletters and ad spaces to targeted customers.

I’d love to say that Pick Ethical is a completely unique offering in the sustainability space, but we’ve got a very simple mission: we want to make it as easy as possible for people to make more ethical and sustainable choices.

What motivated you to start an eco-friendly business/brand?

I started Pick Ethical for several reasons. Firstly I work in digital marketing, so I love building websites! I wanted a side project that I could work on that would not only benefit me but also have a positive impact on people’s lives.

But the main driver to create the Pick Ethical was because I have passion for sustainability, and I felt that I needed to do more than word-of-mouth to influence people to make more ethical decisions.

What green issues are you most passionate about?

It’s hard to say which environmental issues I feel most passionate about, it’s hard to focus on the most pressing issues when there are different challenges being spoken about in the news each week!

With the events taking place around Europe at the moment, I’m most inspired to encourage embracing the use of clean energy and moving away from the reliance on fossil fuels. Renewable energy sources already exist, in the form of solar, wind, hydropower etc. so we have the means to begin moving away from oil.

It’s difficult to discuss and influence the average person reading an article about renewables because the power to change our energy usage lies in the hands of Governments and the energy companies themselves.

What advice would you have for other aspiring social and green entrepreneurs?

People are becoming more educated about environment issues and making conscious choices to live a more eco-friendly lifestyle. But equally a lot of green alternatives are either more expensive, not as good, or businesses are unfortunately using greenwashing as a way to market their product.

My advice would be make sure your business or ideas make life easier, and are as cost-effective as possible for people. It’s easy to be switched off by negativity around the environment and climate change, so make it easy for people to make greener choices.




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