# Virtual Transparency Brands use virtual reality technology as an authentic branding tactic. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Nov 11, 2015 | Category: [Tech](https://www.trendhunter.com/pro/category/technology-trends-and-gadgets) Source: Trend Hunter, https://www.trendhunter.com/protrends/virtual-transparency ## Key Figures - Trend score: 4.2/10 - Evidence articles: 5 ## What is the Virtual Transparency trend? **Virtual Transparency:** Virtual reality is an increasingly popular tool in modern marketing, able to offer consumers a heightened and immersive sensory experience. However, rather than to thrill, many brands have begun to use virtual reality as a way to communicate authenticity. By offering consumers a behind-the-scenes look into the facilities or design process of a product, brands are committing to an ethos of transparency that goes above and beyond traditional tactics. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 24, 2015 to May 14, 2016 - Published: Nov 11, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Virtual Transparency trend ### Authenticity Through Virtual Reality Virtual reality is no longer just a tool to offer thrilling sensory experiences, but also a medium to communicate transparency and authenticity. ### Empathy-Driven Virtual Reality Virtual reality is increasingly being used to develop empathy in customers for brands, causes, and societal issues. ### Immersive Virtual Reality Experiences Brands are using virtual reality to create immersive experiences, allowing customers to feel like they are on location and get a first-hand look at the brand's operations and products. ## What the Virtual Transparency trend means for industry ### For Marketing Virtual reality is disrupting traditional marketing tactics, offering new ways to engage customers and communicate brand values. ### For Retail Virtual reality is being used to create unique in-store experiences for customers, providing a new way to interact with products and brands. ### For Food and Beverage Virtual reality is being used by food and beverage companies to showcase their production processes and supply chain, creating more transparency and building consumer trust. ## Workshop question How can you invite your customer behind the curtain to increase education and transparency? ## Trend signals for Virtual Transparency Trend score 4.2 out of 10, from popularity 68%, activity 48%, freshness 8%. - Popularity: 68% - Activity: 48% - Freshness: 8% ## Examples of the Virtual Transparency trend 5 featured examples from Aug 24, 2015 to May 14, 2016. - [Soda Brand Factory Visits](https://www.trendhunter.com/trends/cocacola-brazil): This Coca-Cola Brazil Campaign Was a Response to Negative Rumors (Category: Eco) Implication: Incorporating immersive consumer experiences and virtual reality tours can enhance brand engagement and trust in the beverage manufacturing industry. - [Empathetic Virtual Reality Retail](https://www.trendhunter.com/trends/giving-trip): TOMS Takes Shoppers on Their Virtual Reality Giving Trip to Peru (Category: Social Good) Implication: Development of virtual reality hardware and software to enhance empathy and retail experiences. - [VR Farm Tours](https://www.trendhunter.com/trends/mcdonalds-initiative): This McDonald's Initiative Aims to Connect Consumers with the Company's Suppliers (Category: Marketing) Implication: Disruptive innovation opportunity: Using virtual reality technology to showcase transparent sourcing and farming practices, setting a new standard for the fast food industry. - [Virtual Reality Coffee Tours](https://www.trendhunter.com/trends/international-coffee): This Nescafe 360-Degree Video Showcases International Coffee Growers (Category: World) Implication: Coffee companies can utilize virtual reality to showcase their sustainability efforts and differentiate themselves from competitors. - [Immersive Car Creation Videos](https://www.trendhunter.com/trends/360degree-virtual-reality): This 360-Degree Virtual Reality Ad Tours the Infinity QX30 Interior (Category: Autos) Implication: The automotive industry can utilize 360-degree virtual reality ads and immersive design process videos to showcase vehicles in a new and innovative way. ## Recent trend clusters - [Embedded Intelligence](https://www.trendhunter.com/protrends/embedded-intelligence) (Tech) - [Snap Utility](https://www.trendhunter.com/protrends/snap-utility) (Tech) - [Power Convergence](https://www.trendhunter.com/protrends/power-convergence) (Tech) - [Visual Verification](https://www.trendhunter.com/protrends/visual-verification) (Tech) ## Trending in Tech - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) - [Variable Aperture Smartphone Cameras](https://www.trendhunter.com/trends/iphone-18) - [Dual-Wavelength Recovery Wearables](https://www.trendhunter.com/trends/joint-therapy) - [Self-Cleaning Smart Vacuums](https://www.trendhunter.com/trends/tinecos-pure-one-station-5) All articles: [Tech](https://www.trendhunter.com/tech)