I discovered Ethicul recently on Instagram after their feature in The Guardian and after chatting to the three founders I was very impressed with their vision, ambition and what Ethicul stands for. Ethicul encourages and rewards individuals for making more ethically minded shopping decisions.  Read on to find out more…..

Ethicul Logo

What is Ethicul?

Ethicul consists of three close friends; Charlie Jordan, Matthew Denford and Ryan Hudson. All three of us finished our degrees at the University of Brighton this summer, all studying Business Management.  Ethicul is an online platform that informs, encourages and rewards individuals for making more ethically minded shopping decisions. Simply sign up, shop and get rewarded; it really is that easy. Ethicul bridges the gap between ethically minded individuals and retailers by facilitating transactions between the two. When someone purchases with any of our partners, they receive Ethicul tokens for doing so. As you continue to shop, these can then be redeemed for a mystery Ethicul reward from one of our 30+ retailers.


What is the story behind Ethicul?

Having all moved to Brighton from Portsmouth back in 2016 to attend university; we were staggered to see how many fantastic, ethically minded retailers there were in and around the city. We could certainly, see why it is among the greenest of towns in the UK, but we still found ourselves shopping with the retailer powerhouses that often ‘greenwash’ their reputations. This is where we recognised the problem. We did not know where these ethically minded organisations were, nor what they had to offer. Having sat on the idea, support from the university relit a spark for taking Ethicul forward as we entered the new decade. We are giving the ethically minded retailers the exposure, visibility and reach they deserve for all the fantastic things they do. Given the challenging conditions imposed by the outbreak of COVID-19; it is now even more important to support these retailers. We aim to be there as we now start to see the light at the end of the tunnel!

The Ethicul Team

Ethicul Team With A Dream – Charlie, Matthew & Ryan.

How is Ethicul doing?

Given the fact we formed amongst a global pandemic back in March; we have made some great progress. Having launched our unique reward system on the 11th June, over 250 people within Brighton and Hove have already joined us on the journey; which is amazing! Multiple members of our community have already reached and redeemed their Ethicul Rewards by supporting our fantastic partners. Our retailer base is also continuing to grow on a weekly basis; having recently reached the magic 30 mark. Not only this, with the easing of lockdown we are pleased to be able to visit new and upcoming partners in store, which is a great opportunity for us.

Whats the future for Ethicul?

As we embark on our vision to facilitate 1,000,000 Ethicul transactions by 2025; it is important to understand that there is going be a lot of hard work to reach this objective. Therefore, a major stepping stone is to integrate ultra-convenience for both our retail partners and community members. The way in which we seek to achieve this, is through a sophisticated mobile application which allows real time payment data to be transferred at the point of sale. This will provide the users with Ethicul Tokens and access to rewards with no hassle.

Ethicul are a perfect match for my ethical and sustainable business tommy and lottie to be part of and I’m very excited to have joined the new online platform. #letsgetethicul


tommy & lottie joins Ethicul

tommy & lottie partners with Ethicul



tommy and lottie logo on woodland print

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