Brand transparency refers to a brand’s openness and honesty with consumers and stakeholders. Accessibility to, and disclosure of information are important tactics that can help create transparency, and eventually build trust among consumers.
As monitored by the annual Edelman Trust Barometer, concerns born from “an era of distrust” have had lasting effects on consumers’ purchasing decisions as an extension of their own personal ethics. Even though words like “truth” and “trust” aren’t as weighty as they were a few years ago, institutions still have to work harder than they used to prove to consumers that they’re doing the right thing.
About 58% of consumers buy from brands that are aligned with their beliefs and values. It’s important to remember that while consumers are eager to support companies that use their means for good, they also need help understanding how those brands are acting on their virtues. Giving consumers access to quality information about a company’s goals, processes, and social impact can help them feel like they’re making more informed decisions, and can eventually earn more of their trust and loyalty.
Warby Parker offers a wealth of information on manufacturing and company values, in addition to regular impact reports that help consumers understand the scale of progress they’re making.
Oatly’s website has an expansive blog section that outlines everything from environmental initiatives, consumer curiosities, and farmer backstories.
Honest Storytelling:
Just like being honest about business practices, being honest about shortcomings, pain points or taboos can also build empathy with consumers.
Organic Valley gets real about real morning routines in this spot.
Bidet brand Tushy celebrated International Women’s Day with a valuable but often overlooked reminder about women and girls… #WeDoSh*t.
Social can be a great place for some added exposure:
Diaspora Co. helps consumers understand the philosophy and benefits of its fair-trade spice company, not only by educating on the spices and their origins, but also by offering detailed insight into its relationships with farms and farmers, like by outlining its manufacturing process.
Consumers who aren’t agricultural experts may need more context to understand the forces that inform brand actions. Engaging lessons taught through videos, games, or other interactive experiences could help them see the significance behind Land O’Lakes’ practices.
Q&As with farmer-owners or the C-suite give consumers a chance to speak their piece and get answers to the things that matter most to them.
Different tracking or visualization tools could help consumers trace dairy products back to their respective farms and farmer-owners.
Showing just how directly consumers’ dollars go to supporting farmers could give proof to our cooperative philosophy in interesting and engaging ways.
Parting Thoughts:
Transparency is beneficial when brands are intentional, self-aware, and accountable. Know the boundaries of where you let people in, and the topics you’re willing to expose in full, so you don’t expose too much.
Part of being a highly-transparent brand means heightened accountability, otherwise, the brand risks appearing performative or disingenuous. It’s important to remember that commitment often requires investment.
The benefit of transparency can help build consumers’ trust to strengthen perceptions in the brand’s empathy and ethics, especially in ways that increase profits and brand loyalty.
Brands don’t have to show consumers its whole hand to be transparent. While it’s important to be aware and intentional when taking consumers behind the scenes, talking about small wins they can own and goals they’re committed to working towards can help brands manage the amount of exposure they create.
