Attitude
brand rating & evaluation
overall rating:
Conscious
Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice). See How We Rate
The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:
certifications:
learn more about these certifications*
overview
sustainability
non-toxic
social responsibility
coming
coming
coming
about
Attitude is a Canadian company that offers personal care, household, and baby products. The brand focuses on creating plant- and mineral-based items that are eco-friendly, hypoallergenic, and non-toxic.
highlights
coming soon!
sustainability
score:
coming
details:
Attitude claims carbon neutrality for prodcuts through tree-planting programs. Carbon offsetting alone is not a replacement for reducing emissions at the source, and there is no third-party verification for their carbon neutrality claims, limiting their credibility. With that being said, the company does claim to reduce emissions in their supply chain. Packaging innovations like cardboard deodorant tubes and refill stations contribute positively to their score.
Their use of plant- and mineral-based ingredients aligns with lower environmental impact, but the company does not disclose specifics on ingredient sourcing, such as whether they prioritize regenerative agriculture or fair trade. Without transparency on their supply chain, it’s hard to fully assess their environmental stewardship.
Additionally, while the company has committed to planting trees, this is a common strategy that can be used to deflect attention from meaningful reductions in production emissions. A thorough sustainability review requires more information on how they manage water use, waste, and energy consumption across the lifecycle of their products.
non-toxic
score:
coming
details:
Attitude has positioned itself well when it comes to human health. Their products are EWG Verified, meaning they avoid hazardous chemicals such as parabens, phthalates, and formaldehyde-releasing preservatives. The company emphasizes hypoallergenic formulations, suitable for sensitive skin and family use. However, transparency issues arise when looking into the sourcing of their ingredients.
While they are plant- and mineral-based, it’s unclear whether they avoid contamination from pesticide residues or non-organic farming practices, which could impact product safety for long-term use. Attitude's avoidance of synthetic fragrances and known toxins places them in the upper tier for non-toxic personal care products.
social responsibility
score:
coming
details:
Attitude’s social responsibility claims are relatively weak compared to its environmental focus. The brand is certified by PETA as cruelty-free, ensuring no animal testing, but beyond that, their labor practices remain largely undisclosed. There is no available information on worker wages, labor conditions, or whether the company has a code of conduct for their supply chain. This lack of transparency is a significant issue, particularly for a company claiming to be ethical.
While they are a growing brand, their failure to address worker rights and social equity in their supply chain places them behind other eco-conscious brands that actively disclose and certify fair trade or ethical labor practices.
