Category
Marketing
Fan Immersion
Trend cluster
Category
Traceable
Transparency
Emerging blockchain platforms offer increased transparency for consumers.
3.9
Trend score
Trend
What is the Traceable Transparency trend?
Traceable Transparency: Platforms that allow consumers to trace their goods through to the path of purchase shine a light on one of the most anticipated uses of blockchain technology. From concert tickets to poultry supply chains, these platforms help to increase transparency at various stages of the transaction in question. By using blockchain to allow consumers to see more of how products reach their hands, brands are able to establish a more authentic connection with their consumers, thus adding brand equity.
Trend themes
Themes within the Traceable Transparency trend
Three behaviours holding the trend together01
Blockchain Transparency
Using blockchain technology to allow consumers to trace products from production to purchase creates a more authentic and transparent connection between brands and consumers.
02
NFC-Enabled Authentication
Implementing NFC-enabled packaging and labels with crypto functionalities creates enhanced security and trust with consumers in the products they purchase.
03
Embedded Scannable Labels
Using embedded labeling that is scannable throughout the entire supply chain increases consumer safety and provides more insights into the origin of food and products.
Industry implications
What the Traceable Transparency trend means for industry
Where the trend changes the playbookFor
Food and Beverage
With the increase in fraud and supply chain issues in the food industry, implementing blockchain technology and scannable packaging solutions can increase transparency and consumer trust.
For
Fashion and Luxury Goods
NFC-enabled authentication can eliminate counterfeit products in the fashion and luxury goods industry, increasing consumer trust and brand equity.
For
Product Labeling and Packaging
Hybrid printing methods and embedded labeling technologies can provide benefits across various industries where accurate tracking and information transparency are necessary.
Workshop question
Where in your business might you add an increased level of transparency to help develop a more authentic connection with your consumer?
Trend signals
Trend signals for Traceable Transparency
Trend score 3.9 out of 10, from popularity 63%, activity 45%, freshness 10%.
Popularity63%
Activity45%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Traceable Transparency trend
4 featured examples from Jan 16, 2020 to Mar 31, 2021CategoryLifestyle
Coffee-Tracing QR Codes
The Meet the Farmer QR Code Gives Coffee Drinkers Transparency
The Coffee-Tracing QR Codes trend can have a significant impact on the coffee industry, providing opportunities for businesses to differentiate themselves and attract conscious co…
CategoryLifestyle
NFC-Enabled Gin Bottles
The Stin's Limited-Edition Gin Can Be Authenticated by an NFC Chip
Alcohol beverage industry can leverage NFC-enabled packaging to provide a unique selling point and enhance customer trust.
CategoryLifestyle
Blockchain Olive Oil Bottles
The Blockchain-Powered IBM Food Trust Helps to Fight Fake Olive Oil
Developing technologies and systems to verify the authenticity and quality of food products.
CategoryLifestyle
Traceable Packaging Designs
Digimarc Co-Developed a Hybrid Printing Method for Digimarc Barcode
Serialization and enhanced labeling technology in the food packaging industry could help ensure food safety and provide important insights from farm to shelf.
