Why we measure acceleration, not volume

Search for "trending sustainable products" and you mostly find lists of familiar names: the bamboo toothbrush, the reusable water bottle. Fine products, but not trending. They have been popular for years. That is volume.

We measure something else: acceleration. Not "what gets searched for a lot", but "what is suddenly being searched for far more this week than last week".

The difference in practice

Say product A gets 100,000 searches a month, stable for three years. Product B gets 5,000, but last month that was still 2,000. On a volume list, A wins by a mile. On our list, B wins, because that is where something is happening.

For you as a reader, that means: you see products at the moment they break through, not three years later.

How we calculate it

Every day we collect signals per product from public data sources, such as search interest and video views. We compare this week's measurement with the one from a week earlier and calculate the growth. Those growth figures are normalised per source to a scale of 0 to 100 and weighted together into a single trend score. The full calculation is out in the open on our methodology page.

And the honesty?

One rule is sacred: the trend score is completely independent of affiliate links or sponsorship. A product cannot pay its way up. The score comes from the data; curation only determines whether a product is allowed on the list (based on certifications and a fixed checklist), never how high it ranks.

Curious which products are accelerating right now? See the current ranking.