Our dream is a world where the production of consumer goods is in harmony with the living world and natural ecosystems, where producers of these goods respect human rights, and where animals taking part in production processes have a good life. In this world producers of consumer goods see it as their responsibility to offer products that fit within a sustainable and healthy life style.

Questionmark has developed several instruments to contribute to this. Read more about the method for Superlist, or our data sources, read on for general aspects of our method. More in-depth information is available on the Dutch version of this website.

In our benchmarks we assess the following four criteria:


The effect of buying a particular product on the environment, based on things like its effect on climate change, deforestation, biodiversity and water scarcity.

Human Rights

The effect of buying a particular product on human and labour rights. Such as fair wages, fair trade, slavery, discrimination and the right to organize freely in unions.

Animal Welfare

This issue only applies to products of which the main component is derived from animals. The effect of buying a particular product on the welfare of animals that are involved in the production.


There is no such thing as ‘a healthy product’. No single product creates health on its own. To the extent that a product affects our individual health we must always view that effect in the context of lifestyle. What is a healthy lifestyle for one person may not be for another. We follow the guidelines as formulated by Voedingscentrum (The Netherlands Nutrition Centre) in order to determine whether a product can be part of a healthy diet or not. Read more about our health methodology here.

Other information about the method

For our research into sustainability and health, we use product data. The research principles used by Questionmark are public. These are available in more detail on the Dutch section of this website. For more information on the data sources and our way of working, please contact us.

Check your favourite product

About Questionmark

Read more