This quote from Treehugger’s article on the guide sums it up best;

The Okala guide, says coauthor Philip White, helps “designers understand the implications of their decisions for the natural environment and, in doing so, the future of human society.”

It has quick references to the embodied energy of materials based on their extraction process and similar charts comparing shipping methods that might make you think different about how things move from place to place. Turns out those big international cargo boats aren’t as bad as they look in terms of energy.

The Good Guide rates products on Environmental, Social, and Health criteria. It focuses Personal Care and Household Chemicals products. Its a good model for ranking relative “goodness” of consumer products. It does look at Corporate Social Responsibility, but doesn’t seem to consider packaging or shipping, or origin of materials and other life cycle factors.