Plug-in in action. Technology detects the brand of the item you're looking at. It'll then automatically access a database which contains information on how this specific brand acts in respect to people (labour) + planet (environmental commitments) + animals and rate it accordingly to how well the brand is performing. If rating isn't excellent it'll then recommend you with similar brands that are doing better.
The website where you download the plug-in from is designed to inform about the product as well as providing access to brands database in case you prefer to search manually.