Bringing together eco-responsible brands in an informative and entertaining app is Toasty’s winning bet

It’s often difficult to distinguish brands that are truly committed to the planet and those that pay primarily in the greenwashing. In both cases, it is often because they drown the general public with information that is not always understandable, a sign of a lack of education on these issues. To remedy this, a French application was launched in September 2022: Toasty.

Learn while having fun to shop more responsibly

Toasty has selected the brands according to various criteria of responsibility: place of production, raw materials used, traceability of the supply chain, etc. And to make the general public want to document the seriousness of their practices, without being overwhelmed with information, the app works a bit like a social network coupled with a video game that makes learning fun.

Who has the biggest carbon footprint – 150g of beef, a 5 minute plane ride, an H&M shirt or a cow fart? How many liters of water does it take to make jeans? These are the types of questions that can be found in Toasty’s quizzes. Clearly, this application is aimed more at the general public rather than an audience already aware and educated about the impact of fashion on the environment.

The paradox of making responsible shopping more desirable

Inspired by the applications of social spending “Chinese like Little Red Book, Toasty also allows direct interaction with brands, as noted by the media DNA. This raises the question of the independence of the information provided. Especially when you know that rewards points systems can give rise to reductions, and that periods of promotions, such as private sales, are organized on Toasty.

Definitely, wanting to make responsible shopping more desirable remains an incentive to consume. A paradox that we may or may not want to give in to, perhaps just time to better educate ourselves on the subject. Until we understand that the most responsible clothing we can buy is the very one we decide not to buy.

Cover photo credit: Toasty.