With your edit, at least to me, you've made this even more interesting. Feel free to disregard these questions because at this point I feel I'm prying.

>> We want to help you finding products and brand that reflect your values. That's why we collect a lot of information about a brand, i.e his manufacturing practices, certifications, warranty or repair service.

How do you suppose you'll match a user to a brand (or to a collection of brands)?

>> We are not in a position to assess such data, so we are partnering with different companies and standardisation bodies that assess sustainable production standards.

That sounds like a deliciously hard problem to solve. Are you hiring? Or are you looking for tech partners?

This paragraph might also just mean they use data from an organisation like Oxfam for example.