With the rise of the prosumer, there is a growing demand for brand transparency tools that can help consumers make informed decisions when shopping for new products. Whether it is chemical-free cosmetics or ethically sourced clothing, consumers are increasingly interested in learning more about products before they buy.
One of the main ways that consumers are gathering information about products is through crowdsourcing. For example, Project JUST uses crowdsourced information to help consumers learn more about where their clothing is made. Similarly, the product feedback platform Sprint allows users to access video product reviews made by other consumers.
Beyond crowdsourced information, there are several examples of brand transparency tools created by companies themselves. For instance, David's Tea offers information about the geographic origin of its products, as well as specific details about the farms and families the company works with. Zady has taken a similar approach by including infographics about how its products are made directly on its packaging. These efforts are designed to help educate consumers and increase overall brand engagement.
- Gen Z
- Gen Alpha
- Millennial (primary audience)
- Gen X (primary audience)
