239: How Eco-Friendly is Your Amazon Shopping Cart? Find out with this Browser Extension… Lizzie Horvitz of Finch

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Background on Lizzie Horvitz of Finch:

Lizzie Horvitz is the Founder of Finch, a platform that incentivizes and educates consumers to make better decisions based on the climate & sustainability impact of their purchases. Lizzie has a decade of sustainability experience in both the non-profit and corporate sectors. She is also very passionate about finding solutions to complex problems around climate change and plastic pollution. In 2017, Lizzie started a blog to share her research and help people make more sustainable choices. As more questions came flooding in and her followers grew, it led her to the idea of starting Finch.

Founded in 2020, Finch is a tool that educates people on the ins and outs of sustainability by turning complex scientific facts into simple, actionable insights. Launching as a browser extension, Finch fuses expert scores on products’ environmental and social impacts with functional reviews from real people to pinpoint the stuff you actually want to use, the stuff that doesn’t suck, and the stuff that’s better for the planet, all in one place. With a mission to decode sustainability and equip people with the knowledge to make decisions with confidence, Finch believes that we can sustain the planet and society without sacrifice when we make wiser choices, together.

Time-Stamped Show Notes:

  • [1:20] Lizzie Horvitz moved to Denver, Colorado for personal and business reasons.
  • [2:35] Finch is a platform that can decode a product’s environmental impact to help consumers make better purchasing decisions. Lizzie provides a brief description of Finch.
  • [5:00] Lizzie talks about how they handle feedback.
  • [6:10] Two years ago, Lizzie started Finch and they are currently trying to gain more traction to grow.
  • [7:05] Lizzie explains how they make money from Finch.
  • [12:56] Finch comes up with their product ratings based on the information they collected.
  • [16:21] Some examples of how Finch’s product rating work.
  • [19:34] One thing that surprised Lizzie, in terms of the environmental impact of a product, is the comparison between a plastic straw and a metal straw.
  • [23:30] Bath towel is another example that Lizzie talks about on how their product rating works.
  • [25:13] For questions and feedback, Lizzie encourages everyone to contact them through email. She answers most of the emails directly.
  • [26:14] At 16 years old, Lizzie became passionate about the issue of climate change and sustainability.
  • [28:35] During college, Lizzie focused on Environmental History, which set her up perfectly for the path that she is on today.
  • [31:14] Studying at Yale was extremely fun and a very special moment for Lizzie.
  • [35:59] After finishing her studies, Lizzie worked at Unilever as a Distributions Services Analyst, which is a college-level role. It was not a good fit for Lizzie but she learned a lot from it.
  • [44:07] Working at Unilever did not work out for Lizzie so she quit her job and joined a new company called Muuse, based in Southeast Asia.
  • [47:48] Muuse is aiming to use a reusable system for to-go coffee. Lizzie left Muuse because of the pandemic.
  • [51:36] Lizzie shares her story of how she started her company.
  • [58:01] During the early days of Finch, Lizzie was living with her parents and she had some money saved up to kickstart the business.
  • [1:01:19] Proving to everyone that she is building a real business is what motivated her to succeed in the early days of Finch.
  • [1:04:00] Having a good work-life balance is very important for Lizzie.
  • [1:07:09] Lizzie has a few words of wisdom and encouragement for everyone who wants to be successful.

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Fabulous 4 Questions:

  1. 📖📚 Favorite Books? Sapiens by Yuval Noah Harari, Educated by Tara Westover
  2. 🙌😎 Favorite Amazon.com purchase? Stella & Chewy's
  3. 🌱💸 Favorite Tool that's GROWN your Business? Slack
  4. 💭💡 BIGGEST Challenge keeping your Business from GROWING? Not enough time in the day

Key Point from the Interview:

  • “Having that work-life balance is what’s going to sustain you. And if it means taking an extra 2 months to accomplish something, that’s worth it because in 5 years, those 2 months aren’t going to matter but you burning out and needing to take a 3 week break, that’s going to show up.”

Resources Mentioned:

 

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