Ethical Ocean brings together a variety of ethical products for North Americans into one easily accessible online space.  Whether they are eco-friendly, organic, people-friendly, animal-friendly, or fair trade, the products available on the Ethical Ocean website all attempt to make a sustainable difference. Ethical Ocean gives consumers as much information as possible about the products, allowing buyers to decipher what product (and cause) suits them best. Because people value different social and environmental goals to varying degrees, buyers are able to decide which products they would rather support in accordance with their personal values. Some people often cite inaccessibility for why they don’t buy green, fair trade or ethical products, which in many cases, for example in non-urban areas, is a significant problem. Ethical Ocean bridges the physical and information gap between producers and consumers, allowing positive change to lead the way.