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Intro: plug-in solution for a global tech leader

Klarna is a global digital bank and flexible payments provider that has helped to change the way the world shops. Serving over 120 million active users across more than one million retail partners, and processing 3.8 million transactions a day, Klarna helps people shop smarter—and Good On You's ratings have been instrumental in delivering on that mission.

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In 2022, Klarna partnered with Good On You to power a shopping category showcasing fashion brands rated highly for their performance on sustainability issues. Since then, the collaboration has grown significantly, scaling from 100 top-rated brands to more than 400, expanding to include beauty, and increasing visibility throughout the Klarna app.

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Here’s how Klarna leverages Good On You’s broad ratings coverage, robust methodology, and scalable tech to launch at speed—and help millions of shoppers discover a growing range of high-rated brands.

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Opportunity: signpost more informed choices

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Consumers care deeply about sustainability

In 2022, Klarna’s market research found that one out of three consumers considers it important that brands act in environmentally sustainable ways. The story is the same today, with 65% of Gen Z and 63% of Millennials saying they’re willing to pay more for environmentally sustainable products or services, according to Deloitte’s 2025 Gen Z and Millennial Survey. 

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The demand was clear, and the platform wanted a feature to help people make more informed choices within its app: "How do we bring engaging sustainability-related information to the consumer?” says Louisa Garcia Moreno, Klarna's Sustainability Communications Manager. “That’s the challenging and exciting part.”

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Meeting the moment

Sustainability communications are increasingly complex as regulations on environmental claims mount, mandating anyone operating in the space to provide clear, credible information that stands up to scrutiny. Good On You enters the picture as an independent expert and a sustainability label scheme compliant with the EU’s EmpCo Directive.

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Solution: the turn-key tech stack for sustainability‍

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Ratings tech to move fast and iterate

Klarna highlights brands rated "Good" and "Great" by Good On You for their performance on people, planet, and animals issues, which are assessed based on public evidence. Behind that simplicity sits broad ratings coverage across more than 7,000 retail brands, and an API that pulls real-time data straight into Klarna's existing tools. This proprietary tech meant the Klarna team could identify highly rated brands across a portfolio of more than one million merchants and launch in weeks—not months.

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A reliable solution consumers already trust

Equally as important was the reputation Good On You has built with millions of consumers around the world. “The only rating system I hear people talk about is Good On You,” says Louisa. “It’s already trusted by consumers and that’s very important. Everyone can understand it.” 

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With technology you can plug in and scale, a name shoppers already recognise, and an independent, transparent methodology developed by experts, Good On You’s tools allow Klarna to confidently signpost rated brands to consumers without needing to develop extensive internal guardrails.

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“We had several ideas about doing it ourselves but it’s hard to assess brands without a lot of expertise in that space. Ultimately, we wanted credible, external validation. Good On You made that simple.” —Louisa Garcia Moreno, Sustainability Communications Manager at Klarna

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Results: resonated with users right away

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Validation, expansion, and improved UX

Klarna first piloted the feature in dedicated shopping collections, launching in the US, Sweden, and Germany in early 2022. Engagement was immediate, with over 2.6 million monthly impressions just eight months after launch, and the proof of concept quickly became a long-term partnership.

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Today, the ratings reach shoppers across all markets Klarna operates in, across key touchpoints in both the app and web, and the partnership has extended beyond fashion into beauty—bringing sustainability-related information to even more of what users shop for.

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_{*2025 Zalando report, “It takes many—Mobilising collective action to enable more sustainable consumer choices in fashion.”}

_{** 2025 Deloitte Global Gen Z and Millennial Survey}