Transparency is a true consumer benefit. Transparency speaks to consumer desire for connectedness, authenticity and control in an increasingly complex and competitive landscape of “buy me” and “me too!” products and services. Consumer segments prioritize different criteria when making purchases. While segments take all of the following criteria into account in some form in their purchasing decisions, the frequency and intensity with which they are prioritized vary substantially across segments. Broadly speaking, the criteria becomes more additive as a consumer becomes more engaged with sustainability.