Women seek an in-depth understanding of what they choose – whether it’s when they buy a product or take a bite of a pie.  How do they know what they are getting?

Two non-profits organizations are making detailed info available at the snap of a camera-phone.  Consumers simply take an iPhone to the grocery store with the GoodGuide app or the (soon to launch) Citizen’s Market app, and scan item barcodes.  From home they can search deep databases online.  Profiles for the product and company pop up with ratings and descriptions for them.  On Citizens Market, consumers can upload reviews, and companies can join the conversation, too.

GoodGuide helps consumers “find safe, healthy, and green products” with a rating system that accounts for ingredients, production, and the behavior of the company that makes or harvests the products.  They use a combination of science, widely sourced documents, and algorithms to rate products and companies.  Environmental, social, labor practices, and health performance are measured.  Ratings are available for food, personal care, and household products ranging from baby food to frozen food, from shampoo to sunscreen, and beyond.  And the company is always adding to their list.

GoodGuide also offers tips for feeding kids veggies, reducing your carbon footprint, and news about health issues.

Citizens Market offers insight and an open-source conversation on the issues that companies support.  They empower consumers to shop their values – and vote on issues with their dollars.  Environmental practices, a company’s stance on gay marriage, animal rights policies, and more can be reviewed on the site.

Women who seek a deep understanding of what they are buying, and are loyal to brands that have credibly cultivated relationships with them, will find these sites useful.

For marketers and companies themselves, these sites present opportunity and challenges.  Bad reviews will clearly have negative consequences, but joining and following the conversation here will help build those real relationships through awareness and action. Don’t miss this opportunity to engage with women who could become loyal consumers.

Both sites are still in beta and are welcoming feedback and questions.