My O2 Feel Good Shopping is a Chrome add-on developed by o2-kindred that allows users to shop online while supporting green initiatives. With this feature, users can shop at over 40,000 retailers and see offers automatically appear. The add-on generates funds from brands' savings and allows users to donate and support green projects.

The Feel Good Shopping Feature is powered by Kindred, which collects savings from brands and activates deals for users when they first land on a site. Kindred does not collect any personal data, only checking if there is a deal available. After making a purchase, the money saved is collected in the user's O2 wallet, and they can choose which green initiatives to support.

One notable feature of My O2 Feel Good Shopping is the Earthmark sustainability rating, which empowers users to shop with sustainable brands. This rating system provides a simple 0-5 leaf rating, with 5 representing retailers that have a net-positive impact on the environment and are leading the fight against climate change. Additionally, users will receive discount codes and offers at checkout to save money on their shopping.

The add-on supports green projects such as Hubbub and funds climate projects. Users can also grow their own forest by contributing to tree planting initiatives.

Shop sustainably with My O2 Feel Good Shopping and make a positive impact on the environment while enjoying online shopping.