# Beverage Brand Integrity Projects Honest Tea 'National Honesty Index' Offers Interesting Insights By Katherinev123 | Published 2012-08-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/honest-tea-national-honesty-index References: [psfk](http://www.psfk.com/2012/08/honest-tea-tests-honesty.htmlhttp://www.psfk.com/2012/08/honest-tea-tests-honesty.html) & [thenationalhonestyindex](http://thenationalhonestyindex.com/) The [Honest Tea](https://www.trendhunter.com/trends/asian-inspired-condiments) 'National Honesty Index' is a social experiment that the beverage brand launched over the summer to assess the integrity and honesty of people based on factors such as their gender, appearance, hair color, geographical location and more. Honest Tea set out across the country, putting up [unmanned pop-up beverage stores](https://www.trendhunter.com/trends/fentimans-pop-up) in 30 U.S. cities. These pop-up shops had a display stating that the [Honest Teas](https://www.trendhunter.com/trends/just-ice-tea) were $1 per bottle and a clear box where people could put their money. The results of the project is the Honest Tea 'National Honesty Index,' an index that provides interesting insight into the nation's integrity. Some interesting findings: The least honest locations are Venice Beach, Los Angeles and the Atlantic Terminal in Brooklyn, while the most honest locations are Salt Lake City, Oakland and Boulder. Redheads are more honest than both brunettes and blondes, and women are more honest than men. Visit the Honest Tea 'National Honesty Index' site to uncover more of the fascinating results of the experiment. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 25% | Activity: 59% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Social Experiment Marketing:** Implement social experiments to assess the integrity and honesty of individuals, providing valuable insights for brands. - **Consumer Trust Metrics:** Develop metrics, such as honesty indexes, to measure consumer trust and integrity in various locations or industries. - **Gender and Appearance Bias:** Explore the impact of gender, appearance, and other factors on honesty and integrity to identify potential biases and promote inclusivity. ### Industries Being Reshaped - **Beverage:** Beverage brands can capitalize on social experiments to enhance consumer trust and differentiate themselves in the market. - **Market Research:** Market research firms can offer services to assess consumer honesty and integrity as part of their data collection and analysis. - **Retail:** Retailers can utilize honesty metrics to evaluate the integrity of their customers and identify areas for improvement in loss prevention and customer service. ## Related on Trend Hunter - [Bottled Organic Iced Teas](https://www.trendhunter.com/trends/just-ice-tea.md) - [Lie Detector Test Cans](https://www.trendhunter.com/trends/keepitrealcan.md) - [Purpose-Driven Eco Teas](https://www.trendhunter.com/trends/humanitea.md) - [Color-Matching Ketchup Labels](https://www.trendhunter.com/trends/color-of-heinz.md) - [Provocative Tequila Campaigns](https://www.trendhunter.com/trends/censored-truth.md) - [Humorous Green-Tea Brand Campaigns](https://www.trendhunter.com/trends/gen-tea.md) - [Kindness-Focused Tea Initiatives](https://www.trendhunter.com/trends/good-earth.md) - [Social Experiment Cafes](https://www.trendhunter.com/trends/simply-coffee-caf.md) - [Uplifting Coffee Creamers](https://www.trendhunter.com/trends/honest-to-goodness-1.md)