Who is this

The Upright Project wants to enable smarter decision-making for investors, employees, consumers – and for smart companies themselves. We believe in giving individuals the power to make decisions that best fit their values.

Our aim is that all user groups could:


Become more aware of the values they currently practice.


Have a more effective way to make decisions based on the values they would like to practice.

For employees
Unless you are filthy rich or a shopaholic, chances are you impact the world the most via your work.

Most people mainly think about their impact in the grocery store or perhaps when taking a long flight to Thailand. However, unless you are a really heavy-duty investor or have some issues controlling your online shopping behaviour, most likely your biggest impact comes from what you work with.

It all begins with how you want to influence the world around you. This does not apply only to people working at Greenpeace or saving dolphins. Quite the contrary: every job impacts the world in multiple ways, not just the obvious "impact jobs". A great example of an un-sexy product with huge impact are sewers. Without sewers, not only would our streets be quite smelly, but diseases would get wild too. Sure you need some raw materials and construction work to build them, but that’s metals and work pretty well spent.

Want to understand the net impact of your work? Take our test for employees!

For investors
The current level of “impact data” built and sold for investors needs to be challenged.

Based on our net impact quantification model, we are building a tool for investors. We are currently piloting it with Nordic institutional investors (e.g. pension funds). Concretely, this means that we are quantifying the holistic impact of some of their funds to build a big picture of what their money actually does – and how this aligns (or doesn't) with their strategy and customer demands.

If you are an investor and interested in using our model to quantify the net impact of your portfolios, reach out to annu@uprightproject.com.

For consumers
Take science with you to the supermarket.

Currently “ethical consuming” is practically impossible without compromising to sub-optimize heavily.

Imagine standing in your local grocery store, trying to choose a package of cereal “according to your values”. There are 17 kinds. One is packaged in recycled materials. Another donates 60 cents per package to a charity that helps refugees. A third one is organic. Then there’s one that donates to dolphins and yet another that claims to fight for a “carbon-free future”. Which one do you choose and why?

Our aim is to make it possible to stay sane as a consumer while concentrating on the big things that matter. Understanding scale is crucial in "ethical consuming": what is really big and what is not.

Stay tuned for our tools built for consumers.
For companies
From reporting compliance and writing slogans to managing net impact.

While we are mainly building our model for employees, investors and consumers, we also want to invite smart companies to the party.

We believe most entrepreneurs, leaders and employees want to build companies that make sense: create more value than they destroy. We've been positively surprised at the enthusiasm Nordic companies have shown towards what we're doing. While for obvious reasons there will be no way for companies to influence their scores in our model, we definitely believe in changing this together.

If you're interested in getting an overview of your company's net impact, check out our speed analysis for companies.