The site then presents two lists of products, and for each product on each list, it offers a rating. The first list shows Crest, Colgate, AquaFresh, and some other big name, high market share toothpastes that you can find in your local supermarkets. The ratings show which of that group is the product the creation of which has the highest net positive social, environmental, and economic impact on the world. The second list shows the toothpaste options with the absolute highest ratings, the highest net positive impacts, regardless of market share or accessibility. It shows you what is likely a more responsible alternative to the supermarket.

If you're curious to learn more, one click deeper into the site you'll find articles on each product (Crest Toothpaste, Colgate Toothpaste, Ducksqueezer Organic Toothpaste). The articles explain how the products are produced, by whom they are produced, where they are produced, and what impacts, positive and negative, the production of the products have on the world.

Additionally, if you want to know more about the companies you could choose to support (Crest, Colgate, Ducksqueezer Organics), you can read stories about the companies' impacts, positive and negative.

Finally, the site will have community and knowledge exchange tools that will allow you to post and share information about products and companies. You can dispute the information already posted, fill holes in research, alert the community to new developments, provide information on products still missing from our site, and, ultimately, change the ratings and rankings.