Transparency: Building Credibility, Earning Consumers’ Trust
The majority of consumers — regardless of age or engagement with sustainability — want transparency from companies. Consumers often implicitly differentiate between products, brands, and companies when they are assessing sustainability. Consumers often hesitate to award companies the halo of sustainability, even when they have favorable views of their products. Despite their doubt around corporate motivations, consumers are relatively clear about what a responsible company looks like. Here are seven factors that are important to consumers when they want to determine whether a company is responsible.