Buying something is donating money.
Whatever you pay goes somewhere: to wages in the country that made the thing, to the tax base of the country the company pays tax in, or to a structure built to avoid paying it at all. Sometimes it funds fair-trade farmers or a non-profit. Sometimes it funds child labour, deforestation, or an owner in a jurisdiction that answers to nobody.
People generally have good values. What they do not have is a way to act on them at the till. The chain behind a product is deliberately hard to see, and nobody can research a supply chain while standing in a supermarket aisle.
So we make the consequence of a purchase visible, and we show the better alternative next to it. The goal is to point the money EU consumers and companies already spend every year at causes they would choose if they could see them.