# Ethical Checking Accounts 'Aspiration' Checking Accounts Assign Scores for Ethical Purchases By Laura McQuarrie | Published 2017-05-05 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/checking-accounts References: [psfk](https://www.psfk.com/2017/05/bank-account-will-tell-you-if-youre-buying-ethically.html) & [aspiration](https://www.aspiration.com/) 'Aspiration' is a [financial start-up](https://www.trendhunter.com/trends/cash-flow-and-capital) that sets itself apart with checking accounts that work with a an 'AIM' system to help consumers become more conscious of the companies they are choosing to support with their money. AIM (Aspiration Impact Measurement) assigns a score based on People and Planet, which take into consideration how well companies treat their people and the environment. By using Aspiration's mobile app, users have the chance to see how their scores compare with other shoppers. There are many [web browser shopping extensions](https://www.trendhunter.com/trends/ethical-commerce-platform) that can be downloaded to suggest more ethical purchases when online shopping, or boycott an item or company that may not be in line with a shopper's values. However, Aspiration is setting itself apart from other financial institutions with a focus on empowering consumers to become [conscious consumers](https://www.trendhunter.com/trends/charitable-loyalty-program) and advocates for greater social good. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 19% | Activity: 52% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### What Makes This Trend Stand Out - **Conscious Consumerism:** Aspiration's checking accounts promote conscious consumerism by assigning scores to companies based on how well they treat people and the environment. - **Ethical Purchasing:** Aspiration's AIM system encourages users to make more ethical purchasing decisions by providing them with scores for companies. - **Mobile App Engagement:** Aspiration's mobile app allows users to compare their scores with other shoppers, fostering engagement and motivation to support more ethical companies. ### Sectors Adopting This - **Financial Services:** Aspiration disrupts the traditional banking industry by offering checking accounts that prioritize ethical purchasing. - **Technology:** Web browser shopping extensions could leverage Aspiration's scoring system to suggest more ethical purchases and revolutionize online shopping. - **Consumer Advocacy:** Aspiration's focus on empowering consumers to support companies that align with their values can disrupt the consumer advocacy industry by encouraging greater social good. ## Related on Trend Hunter - [Conscious Shopping Assistants](https://www.trendhunter.com/trends/better-buy.md) - [AI Financial Wellness Apps](https://www.trendhunter.com/trends/ai-fincheck.md) - [Value-Based Shopping Apps](https://www.trendhunter.com/trends/veebs.md) - [Responsible Investment Platforms](https://www.trendhunter.com/trends/responsible-investment-platform.md) - [Conscious Retailer eCommerce Initiatives](https://www.trendhunter.com/trends/klarna-conscious-brands-collections.md) - [Scientific Research-Supporting Banks](https://www.trendhunter.com/trends/science-bnk.md) - [Mindful Finance Trackers](https://www.trendhunter.com/trends/paktol-app.md) - [Social Good eCommerce Directories](https://www.trendhunter.com/trends/socially-minded-companies.md) - [Ethical Luxury Shopping Platforms](https://www.trendhunter.com/trends/ethical-luxury-shopping-platform.md)