The Consumer Brands Association announced a new campaign that highlights the consumer packaged goods (CPG) industry’s ongoing commitment to enhancing consumer transparency and the important role that “safe, convenient and affordable products” play in the lives of Americans every day.

The new campaign debuted today during what has been dubbed “National Consumer Transparency Week.”

This newly designated week (Dec. 1-5, 2025) is designed to raise awareness of the industry’s existing transparency initiatives that include SmartLabel and Facts up Front, as well as a newer resource called TruthaboutIngredients.org.

This new platform explains the roles of ingredients that consumers may hear influencers calling out as “questionable” — like preservatives, stabilizers and emulsifiers. The language on the platform includes how these components are used in personal care and household care products as well as in food.

“The makers of America’s favorite household brands have long been committed to transparency and empowering consumers to make informed purchasing decisions about the products they rely on. But we also know consumers expect more information today about what’s in their products,” said Melissa Hockstad, president and CEO of Consumer Brands. “Consumer Brands is proud to launch this exciting new campaign that puts transparency, safety and the consumer front and center and emphasizes the industry’s commitment to a healthier America.”   

TV and digital advertising includes a new 30-second spot, “Grow Your Own,” which pushes back on influencers in the food space. It will air on TV and digital platforms across the Washington, D.C. media market.