We go (not in any particular order)

1. Palm oil free (severe environmental destuction especially orangutan habitat) - usually listed as vegetable oil, palm oil, sodium lauryl sulphate, sodium lauryl palmate. Different to the palm used for palm sugar.
2. Animal welfare - animal testing, animal products (very small amounts of animal products used)
3. Local products over non-local products
4. Low processing over highly processed
5. Organic over non-organic (when we can afford it)
6. Fair-trade - forgot that one.

I also try to avoid companies that mislead in their marketing and advertising, legal or not.