Honest opinions on an idea that I have? (UK/Europe)

Hi everyone .. I’d love to get some honest opinions on an idea I’m working on.

A bit about me: I’m a strength and conditioning coach, and earlier this year I unfortunately lost one of my roles so I’ve been a little bit stuck in the mud.

Since then I’ve been thinking a lot about how I can put my energy into building something around topics I genuinely care about.. particularly health, sustainability, and encouraging people to live a bit more consciously.

I’m in the very early stages of building a platform called ZTOX Tribe, and the concept is basically about detoxing from toxic consumer culture, especially within things like fashion, beauty, and festival culture.

The idea came from noticing how a lot of current influencer trends aimed at young women are tied to fast fashion, cheap synthetic materials, questionable labour practices, and products full of harmful ingredients.

At the same time, the current sustainable and ethical alternatives that exist are often either really hard to find or extremely expensive.

What I’m trying to create is a curated directory of brands that meet certain standards around:

• ethical production

• sustainable or circular materials

• non-toxic ingredients/materials

• transparency

• affordability (this is a big one for me)

* Detox Events / Experiences

* Sustainable Hideaways

The goal isn’t to push people to buy more things though, but to help people make more conscious choices when they do buy and move away from mindless consumption.

The wider philosophy of ZTOX is also about reconnecting with creativity, individuality, and a more natural / authentic expression of femininity, rather than constantly chasing trends.

Eventually the site would include:

• a brand directory 

• blog content about toxic consumer culture

• possibly a “ZTOX approved” rating system for brands

* Detox Events / Experiences Directory

One thing I’m thinking about early is how something like this could scale or make money without losing credibility or trust.

Some obvious options would be things like:

• affiliate links

• brand partnerships

• a course or community around conscious consumption

But I’m also very aware that once money enters the picture, people can start to question whether recommendations are actually genuine.. then again I would never share a brand that didn’t live up.

So I’d really value some outside perspectives:

• Would you trust a platform like this?

• What would make you skeptical about it?

• Is there a way to monetize something like this without it feeling like greenwashing or selling out?

• If you’ve seen platforms do this well (or badly), what made the difference?

I’m still very early in building this and genuinely want to design it in a way that doesn’t compromise the original mission.

Appreciate any thoughts, critiques, or advice.

🙏

Submitted March 13, 2026 at 08:38AM by ztox_tribe https://ift.tt/i8hobH6