In 1899 a group of women associated with the Hull House social settlement, established the radical pressure group, the National Consumer's League (NCL). The main objective of the organization was to achieve a minimum wage and a limitation on the working hours of women and children. Its constitution stipulated that it was: "concerned that goods be produced and distributed at reasonable prices and in adequate quantity, but under fair, safe, and healthy working conditions that foster quality products for consumers and a decent standard of living for workers."

Florence Kelley, the NCL's first leader, travelled the country giving lectures on working conditions in the United States. One important initiative introduced by Kelley was the NCL White Label. Employers whose labour practices met with the NCL's approval for fairness and safety were granted the right to display the NCL's white label. The NCL then urged consumers to boycott those goods that failed to earn the right to use the label.