The Aspiration 2018 Nice List

Your guide to spending with companies that help people and the planet

What’s the Nice List?

Aspiration provides a one-of-a-kind account that lets everyone spend, save and invest with a conscience. We built in a world first: Aspiration Impact Measurement (AIM), a rating that uses thousands of data points to give Aspiration account holders a 0-100 score for the People and Planet Impact of the places they shop - along with their own personal impact score.

The 10 companies in our Nice List are among the most highly AIM-rated companies for their strong showing in areas such as energy efficiency, employee pay, and workforce diversity. 

Check out the list below to see how each business is making a difference for the environment and their employees - and sign up for an Aspiration account so that you can make your daily shopping decisions with a conscience.

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Weaving for the planet

By 2020, 80% of Athleta's products will be made of sustainable fibers (recycled synthetics, organic cotton, and using more efficient fabric dyeing and finishing techniques). By using recycled fabric for certain products and using less water for dyes, Athleta helped divert the equivalent of 14 million plastic bottles from landfills. Athleta is also one of the largest apparel companies to become a certified B Corporation by B Labs, a nonprofit that serves a global movement of people using business as a force for good.

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Promoting fearless beauty

Clean at Sephora includes over 2,000 products that do not contain chemicals like oxybenzone and coal tar. In addition, all brands under the Clean at Sephora seal will have less than 1% synthetic fragrances. Sephora launched Sephora Stands in 2016, a program for bringing social equality. Sephora Stands is the company's broad social impact strategy to inspire confidence and fearlessness among women. "Even in the beauty industry, where most customers are women, female founders are still underrepresented. We see a unique opportunity to draw from our history of working with entrepreneurs to build a supportive community for early-stage female founders" - Corrie Conrad, Head of Social Impact at Sephora.

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Consumer Technology


Not compromising on 100% clean energy

Apple's data centers, retail stores and corporate offices are run by 100% clean energy. In addition, Apple has 23 suppliers that are committed to 100% clean energy. Meanwhile, the company's renewable energy projects have cut greenhouse gas emissions from its global facilities by 54% since 2011. One of their bigger projects? How about the new headquarters in Cupertino, CA, which gets most of its renewable power from onsite solar panels and biogas fuel cells. As one of the largest companies in the world, Apple's move towards sustainability not only leads to major long term cost savings for the firm, but sets an example for the rest of world that 100% clean energy is achievable.

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Whole Foods

Eco-scaling cleaning

Whole Foods, long a champion for sustainable and healthy foods, uses their Eco-Scale rating system to similarly rank cleaning supplies sold at their stores based on natural ingredients and “green cleaner” standards. The company has for years opted to sell only cleaning supplies free of ingredients with significant environmental or safety concerns, phosphates, chlorine, synthetic colors, and more. The Eco-Scale label found in stores conveniently labels products as either orange, yellow, or green, with the best mark describing supplies derived from plant and mineral ingredients and free of petroleum-derived ingredients, as well as full transparency of ingredients verified by third parties.

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Pushing for better wages

Costco is well-known for its company culture and treating employees fairly. And for good reason. Costco pays its workers a true living wage and has a track record of promoting individuals within the company. The company just recently announced a new minimum wage of $14, almost double the current federal minimum wage. And according to the company website, "over 70 percent of their warehouse managers began their Costco careers in hourly positions."

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Giving small business a big hand

eBay has long recognized the impact online retail has had on physical stores, particularly those still operating as small businesses. Working towards a solution, as opposed to feeding the problem, eBay launched its Retail Revival program earlier this year to empower small business owners and entrepreneurs “to harness the power of technology and ecommerce.” A pilot program in Akron, Ohio, selected local retailers to receive training, promotional support, and onboarding assistance from the company to expand their operations online. Using technology, eBay wants to help entrepreneurs "stay local, sell global."

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Normalizing diversity

With half of its 1,800+ locations run by female store managers, Target has shown great initiative as an advocate for diverse and inclusive leadership. CEO Brian Cornell has committed to advancing women in leadership in hopes that “our next generation of leaders won’t remember a time when it was unusual for women to lead at all levels.” For Target, this commitment is becoming a reality, with women making up over 46% of the company's executives and senior officials/managers, and their racial diversity among leadership exceeding industry and national averages.

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Best Buy

Educating future changemakers

Best Buy is committed to bridging the tech education gap in America - their goal, by 2020, is to prepare 1 million teens from underserved communities for careers in tech each year. The company has begun setting up Teen Tech Centers across the U.S., creating safe places for youth to learn employable skills such as coding, cyber security, and IT support. By 2020, Best Buy hopes to have over 60 Teen Tech Centers open in communities that are not only underserved, but also hit hardest by natural disasters, such as Houston and Puerto Rico.

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Travel & Hospitality

Marriott International

Adding love to travel

Marriott’s #LoveTravels campaign has promoted inclusion for LGBTQ travelers, and as of this year is expanding to include their Beyond Barriers movement. Celebrating “those who are actively leading unique strategies to promote inclusion, equality, peace and human rights,” this next phase of the #LoveTravels campaign will see $500,000 worth of grants from Marriott International provided to groups breaking down barriers that prevent inclusion and safety for travelers. Since its launch in 2014, the campaign has spearheaded a movement within hospitality to highlight diversity and support inclusion.

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Travel & Hospitality


Flying cleaner than ever

In 2007, Delta became the first U.S. carrier to introduce a carbon offset program through a Carbon Calculator to help customers offset their emissions. Since then, Delta customers have donated over 18 million SkyMiles in offsets through Delta's partnership with the Nature Conservancy. Recently, the airline company has continued their legacy of sustainability with plans to replace 20% of the mainline fleet with more fuel efficient planes by 2020, which put the company on track to cut emissions by 50% over 2005 levels by 2050. Other fuel efficiency efforts include the development of a proprietary weather app that helps pilots avoid turbulent skies to fly more smoothly and burn less fuel, as well as a renewed focus of using only a single engine for taxiing.

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