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From sustainable materials to supply chains,
from digital identities to blockchain,
new innovations are racing to match the increasing consumer demands for brands
to go above and beyond in providing more transparency than ever before.
Already in motion before the global pandemic, transparency has a
newly found urgency due to COVID-19. The developments are rapid across industries as diverse as beauty, retail, materials and food.
Combining digital identities, tracing, sustainable materials and more,
The New Transparency offers consumers increased visibility, safety
and education, while giving businesses unprecedented control over their supply chains and their environmental footprint.
The New Transparency is not just a trend of consumer expectation –
it’s a powerful tool for businesses to streamline their operations and bring sustainable efficiency and prosperity.
"The coronavirus pandemic has served to show that transparency
is a social issue as well
as an environmental one,
and in fact the combination of
these two has shown that they
are greater than the parts."
*Edelman’s Brand Trust 2020 special report.
**Research from McKinsey & Co, July 2020.
Of people feel trust in a brand is more important than in the past*
Identify vulnerability around health, financial stability and privacy as a driver*
Of European consumers feel limiting the impacts of climate change has become more important**
to the power of data
The transformative shifts explored below will define The New Transparency over the next five years and beyond. In this report, we explore the key elements supercharging transparency.
As beauty products are used so intimately in consumers’ lives, people are increasingly looking for reassurance on safety standards. Assigning a digital identity can offer transparency around the ingredients to confirm the product’s authenticity. Brands offering such transparency around sourcing and packaging, that boost products’ health and sustainability credentials, will win customer loyalty.
It’s clear that profound issues exist with how
we manage food and drink. Complex supply chains have obscured provenance for years. However, materials and technology are offering consumers control over what they consume.
E-commerce has experienced a boom –
packaging and supply chains are a new focus
for transparent and sustainable practices.
As governments start to introduce regulations,
new industry standards on labour across
the supply chain must be adhered to,
as transparency extends to human costs
as well as environmental ones.
When material science and technology
work in harmony, complexity is eliminated
from traceability and transparency.
This intersection between digitisation and
new and exciting materials is allowing
The New Transparency to thrive.
A strategic advantage
just a buzzword?
Global Sustainability Manager,
Avery Dennison Intelligent Labels
The New Transparency will shortly emerge as the gold standard for brands looking to meet growing consumer expectations around sustainability. But it goes further than satisfying consumers it also represents an investment in the longevity and viability of a business.
Change is already afoot; the only question is whether
you want to keep up with it.
where waste during production can’t be avoided, brands and companies are rapidly innovating on how to re-use by-products, creating new goods from waste