{"id":1483,"date":"2016-04-05T08:33:02","date_gmt":"2016-04-05T16:33:02","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=1483"},"modified":"2021-10-07T16:27:27","modified_gmt":"2021-10-08T00:27:27","slug":"transparency-builds-brand-trust","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/transparency-builds-brand-trust\/","title":{"rendered":"Transparency Builds B2C Brand Trust"},"content":{"rendered":"<p><span class=\"dropcap\">I<\/span>f the ultra-competitive retail marketplace didn\u2019t pose enough of a challenge, now B2C brands must also adapt to shifting power dynamics. Today savvy shoppers demand safer products and more detailed product information from consumer goods companies and retailers.<\/p>\n<p>Consumers\u2019 \u2013 particularly millennials\u2019 \u2013 <a href=\"https:\/\/www.rangeme.com\/blog\/local-foods-growth-in-retail\/\" target=\"_blank\" rel=\"noopener\">desire for organic, fresh food<\/a>, and conscious capitalism means shoppers are more vocal than ever about knowing exactly what they\u2019re buying and where it comes from.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_1');\" onkeypress=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_1');\" ><sup id=\"footnote_plugin_tooltip_1483_1_1\" class=\"footnote_plugin_tooltip_text\">1<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1483_1_1\" class=\"footnote_tooltip\">Swartz, Leah. How radical transparency is changing the retail market. The Business Journals. January 25, 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1483_1_1').tooltip({ tip: '#footnote_plugin_tooltip_text_1483_1_1', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> <span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_2');\" onkeypress=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_2');\" ><sup id=\"footnote_plugin_tooltip_1483_1_2\" class=\"footnote_plugin_tooltip_text\">2<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1483_1_2\" class=\"footnote_tooltip\">Total Retail Survey 2016. PwC<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1483_1_2').tooltip({ tip: '#footnote_plugin_tooltip_text_1483_1_2', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>Consumers\u2019 high expectations for information sharing have made transparency an urgent business necessity for consumer goods and retail brands. The good news? Transparency presents a massive opportunity to clearly distinguish your company and boost brand awareness.<\/p>\n<p><strong>Why transparency matters<\/strong><\/p>\n<p>Today\u2019s consumers want to <a href=\"https:\/\/www.rangeme.com\/blog\/sustainability-boosts-brand-awareness-trust-sales\/\" target=\"_blank\" rel=\"noopener\">feel good about the products they buy<\/a> and the companies they support. And transparency plays a big role in that, from disclosing information about your company and products to telling true stories about your brand. It demonstrates open communication and helps to build meaningful relationships with consumers.<\/p>\n<p>As a result, transparency can differentiate your company as honest, authentic and socially-conscious \u2013 qualities that build brand trust. In turn, trust can increase your sales, loyalty and lifetime value per customer.<\/p>\n<p><strong>Proven business benefits of transparency<\/strong><\/p>\n<p>More than half (55%) of consumers say having \u201ctransparent and open business practices\u201d builds trust in a company. Trust in a company makes consumers more likely to buy their product (68%), recommend them to a friend or colleague (59%) and even pay more for a product (37%).<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_3');\" onkeypress=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_3');\" ><sup id=\"footnote_plugin_tooltip_1483_1_3\" class=\"footnote_plugin_tooltip_text\">3<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1483_1_3\" class=\"footnote_tooltip\">Transparency and trust: The risks and opportunities of content marketing. The Economist Group. February 19, 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1483_1_3').tooltip({ tip: '#footnote_plugin_tooltip_text_1483_1_3', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p><span class=\"pull-right\">Today\u2019s consumers want to feel good about the products they buy and the companies they support.<\/span>The pervasiveness of digital and social media has forced brands to be completely open about their sourcing, production and pricing. Now transparency is essential, as 33% of millennials review blogs before they make a purchase.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_4');\" onkeypress=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_4');\" ><sup id=\"footnote_plugin_tooltip_1483_1_4\" class=\"footnote_plugin_tooltip_text\">4<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1483_1_4\" class=\"footnote_tooltip\">Swartz, Leah. How radical transparency is changing the retail market. The Business Journals. January 25, 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1483_1_4').tooltip({ tip: '#footnote_plugin_tooltip_text_1483_1_4', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> \u201cCompanies are under pressure from consumers&#8230; Trust can be lost at the click of a mouse due to online conversations,\u201d says advisor and transparency expert John Keogh.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_5');\" onkeypress=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_5');\" ><sup id=\"footnote_plugin_tooltip_1483_1_5\" class=\"footnote_plugin_tooltip_text\">5<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1483_1_5\" class=\"footnote_tooltip\">Pellegrini, Megan. Public demands what feds suggest: Traceability via food labels. Food Safety News. March 7, 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1483_1_5').tooltip({ tip: '#footnote_plugin_tooltip_text_1483_1_5', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p>Transparency is far from a fad in retail. In their Retailing 2020 report, PwC notes, \u201cConsumers will expect and demand an element of trust and reciprocity in their relationships with retailers, [including] increased information flow.\u201d<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_6');\" onkeypress=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_6');\" ><sup id=\"footnote_plugin_tooltip_1483_1_6\" class=\"footnote_plugin_tooltip_text\">6<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1483_1_6\" class=\"footnote_tooltip\">Retailing 2020: Winning in a polarized world. PwC<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1483_1_6').tooltip({ tip: '#footnote_plugin_tooltip_text_1483_1_6', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Companies already recognize the business case for transparency, as 83% of Fortune 500 companies said transparency impacts consumer confidence and buying behavior.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_7');\" onkeypress=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_7');\" ><sup id=\"footnote_plugin_tooltip_1483_1_7\" class=\"footnote_plugin_tooltip_text\">7<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1483_1_7\" class=\"footnote_tooltip\">Morrison, Chris. Supply Chain Transparency Linked With Consumer Buying Behavior in Recent Research. Trace One. January 22, 2015.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1483_1_7').tooltip({ tip: '#footnote_plugin_tooltip_text_1483_1_7', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n<p><strong>Leaders in transparency<\/strong><\/p>\n<p>The following organizations stand out for their transparent communications with consumers:<\/p>\n<ul>\n<li><strong>Everlane:<\/strong> This online retailer is so committed to openness that its tagline is \u201cRadical transparency.\u201d Everlane\u2019s business model fully embraces information sharing, disclosing such details as where its products are manufactured, product costs, company profits, and both positive and negative customer experiences.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_8');\" onkeypress=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_8');\" ><sup id=\"footnote_plugin_tooltip_1483_1_8\" class=\"footnote_plugin_tooltip_text\">8<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1483_1_8\" class=\"footnote_tooltip\">Linn, Michele. 3 Ways to Use Transparency in Content to Cut Through the Noise. Content Marketing Institute. March 1, 2016.<br \/>\n<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1483_1_8').tooltip({ tip: '#footnote_plugin_tooltip_text_1483_1_8', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n<li><strong>Whole Foods Market:<\/strong> This retailer has committed to becoming the first national grocery chain to set a deadline for full genetically modified organism (GMO) transparency. By 2018, Whole Foods\u2019 suppliers must clearly label products containing GMO ingredients.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_9');\" onkeypress=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_9');\" ><sup id=\"footnote_plugin_tooltip_1483_1_9\" class=\"footnote_plugin_tooltip_text\">9<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1483_1_9\" class=\"footnote_tooltip\">Hanley, Charity. Retail Horizons: Will growing transparency slow consumer buying? GreenBiz. September 22, 2014.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1483_1_9').tooltip({ tip: '#footnote_plugin_tooltip_text_1483_1_9', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/li>\n<li><strong>Grocery Manufacturers Association (GMA):<\/strong> To improve customer experience through transparent product information sharing, the GMA initiated the Consumer Information Transparency Initiative. Its SmartLabel program allows consumers to scan a bar code to access a product\u2019s ingredients, nutrition, allergens, advisories and brand information.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1488 size-large\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Brand-Transparency-e1459870804527-1024x485.jpg?auto=format%2Ccompress\" alt=\"Brand Transparency\" width=\"900\" height=\"426\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Brand-Transparency-e1459870804527-1024x485.jpg?w=1024 1024w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Brand-Transparency-e1459870804527-1024x485.jpg?w=300 300w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Brand-Transparency-e1459870804527-1024x485.jpg?w=600 600w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Brand-Transparency-e1459870804527-1024x485.jpg?w=1200 1200w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Brand-Transparency-e1459870804527-1024x485.jpg?w=1256 1256w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/p>\n<p><strong>How to demonstrate transparency<\/strong><\/p>\n<p>Since only 31% of consumers think companies are transparent enough, your company can turn transparency into a competitive advantage to stand out from rivals.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_10');\" onkeypress=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_10');\" ><sup id=\"footnote_plugin_tooltip_1483_1_10\" class=\"footnote_plugin_tooltip_text\">10<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1483_1_10\" class=\"footnote_tooltip\">Transparency and trust: The risks and opportunities of content marketing. The Economist Group. February 19, 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1483_1_10').tooltip({ tip: '#footnote_plugin_tooltip_text_1483_1_10', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Start with these tips:<\/p>\n<ul>\n<li><strong>Label products clearly:<\/strong> On your product packaging and in marketing materials, disclose such information as ethical and health considerations, ingredients, and how or whether animals were used in product testing.<\/li>\n<li><strong>Use your digital presence strategically:<\/strong> Owned media (including corporate websites, blogs and newsletters) is now trusted as a source of news and information by 46% of the general population \u2013 more trusted than social media.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_11');\" onkeypress=\"footnote_moveToReference_1483_1('footnote_plugin_reference_1483_1_11');\" ><sup id=\"footnote_plugin_tooltip_1483_1_11\" class=\"footnote_plugin_tooltip_text\">11<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_1483_1_11\" class=\"footnote_tooltip\">Transparency and trust: The risks and opportunities of content marketing. The Economist Group. February 19, 2016.<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_1483_1_11').tooltip({ tip: '#footnote_plugin_tooltip_text_1483_1_11', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Use your online content to differentiate your B2C brand and boost consumer confidence by telling true stories about your company and products.<\/li>\n<li><strong>Encourage dialogue:<\/strong> Share what consumers think about your brand, including both positive and negative reviews. It proves you care about shopper feedback and that you are willing to continuously improve customer experience.<\/li>\n<\/ul>\n<p>Turn honest communication into a competitive advantage for your B2C brand by committing to transparency. By embracing a business model built on openness, your company is more likely to earn consumers\u2019 trust and loyalty.<\/p>\n<div class=\"speaker-mute footnotes_reference_container\"> <div class=\"footnote_container_prepare\"><p><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_label pointer\" onclick=\"footnote_expand_collapse_reference_container_1483_1();\">&#x202F;<\/span><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_collapse_button\" style=\"\" onclick=\"footnote_expand_collapse_reference_container_1483_1();\">[<a id=\"footnote_reference_container_collapse_button_1483_1\">+<\/a>]<\/span><\/p><\/div> <div id=\"footnote_references_container_1483_1\" style=\"display: none;\"><table class=\"footnotes_table footnote-reference-container\"><caption class=\"accessibility\">References<\/caption> <tbody> \r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_1483_1_1\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_1483_1('footnote_plugin_tooltip_1483_1_1');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>1,<\/a> <a id=\"footnote_plugin_reference_1483_1_4\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_1483_1('footnote_plugin_tooltip_1483_1_4');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>4<\/a><\/th> <td class=\"footnote_plugin_text\">Swartz, Leah. How radical transparency is changing the retail market. The Business Journals. January 25, 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1483_1('footnote_plugin_tooltip_1483_1_2');\"><a id=\"footnote_plugin_reference_1483_1_2\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>2<\/a><\/th> <td class=\"footnote_plugin_text\">Total Retail Survey 2016. PwC<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi\" ><a id=\"footnote_plugin_reference_1483_1_3\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_1483_1('footnote_plugin_tooltip_1483_1_3');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>3,<\/a> <a id=\"footnote_plugin_reference_1483_1_10\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_1483_1('footnote_plugin_tooltip_1483_1_10');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>10,<\/a> <a id=\"footnote_plugin_reference_1483_1_11\" class=\"footnote_backlink\" onclick=\"footnote_moveToAnchor_1483_1('footnote_plugin_tooltip_1483_1_11');\"><span class=\"footnote_index_arrow\">&#8593;<\/span>11<\/a><\/th> <td class=\"footnote_plugin_text\">Transparency and trust: The risks and opportunities of content marketing. The Economist Group. February 19, 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1483_1('footnote_plugin_tooltip_1483_1_5');\"><a id=\"footnote_plugin_reference_1483_1_5\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>5<\/a><\/th> <td class=\"footnote_plugin_text\">Pellegrini, Megan. Public demands what feds suggest: Traceability via food labels. Food Safety News. March 7, 2016.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1483_1('footnote_plugin_tooltip_1483_1_6');\"><a id=\"footnote_plugin_reference_1483_1_6\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>6<\/a><\/th> <td class=\"footnote_plugin_text\">Retailing 2020: Winning in a polarized world. PwC<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1483_1('footnote_plugin_tooltip_1483_1_7');\"><a id=\"footnote_plugin_reference_1483_1_7\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>7<\/a><\/th> <td class=\"footnote_plugin_text\">Morrison, Chris. Supply Chain Transparency Linked With Consumer Buying Behavior in Recent Research. Trace One. January 22, 2015.<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1483_1('footnote_plugin_tooltip_1483_1_8');\"><a id=\"footnote_plugin_reference_1483_1_8\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>8<\/a><\/th> <td class=\"footnote_plugin_text\">Linn, Michele. 3 Ways to Use Transparency in Content to Cut Through the Noise. Content Marketing Institute. March 1, 2016.<br \/>\n<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_1483_1('footnote_plugin_tooltip_1483_1_9');\"><a id=\"footnote_plugin_reference_1483_1_9\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>9<\/a><\/th> <td class=\"footnote_plugin_text\">Hanley, Charity. Retail Horizons: Will growing transparency slow consumer buying? GreenBiz. 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