TrendWatching.com

Written by TrendWatching.com Sep 1, 2009 12:00pm
http://trendwatching.com/trends/transparencytriumph/

Think 'transparency' is an established, maturing theme? You ain't seen nothing yet. Sure, we've been harping on forever about the many ways consumers can research, compare and review their way to a more powerful position, but every month brings us smart new examples of consumers and brands intent on making opinions, quality standards and prices even more transparent.

So, it's time for a fresh look at the latest and greatest in the transparency arena*, where savvy consumers (as well as on-trend brands) can score triumph after triumph. We'll look at how reviews are set for even more spectacular growth, how price comparison is getting much more sophisticated, and how the inner-workings of companies will be exposed in pragmatic new ways. We then end this briefing with a countertrend, OPENLY OPAQUE, that raises the bar even higher.

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Corporate transparency doesn't stop at product reviews or price comparison. In fact, it's going to be crucial for companies to understand that because individuals/consumers are opening up in many ways, if not becoming 'transparent', especially online, they will expect companies to be more transparent, too (read: to become more human).

And while we will save for another Trend Briefing the many ways in which corporations can now be exposed whenever their behavior is dismal, if not downright despicable, we do want to briefly point out how transparency of everything from production processes to ingredients, to labor conditions, will increasingly influence performance and pricing reviews. The 'whole' picture will matter to those consumers who, when looking for the best of the best, take into account not just price or superior quality, but eco, health, social and ethical concerns, too.

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Project Label strives to produce people-powered social nutrition labels. Think food nutrition labels, but instead of showing the health impact, labels will show a company's social and environmental impact.

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