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Radical transparency puts greater information in consumers' hands, provides visibility into their practices and prompts organizations to make better decisions.
April 11, 2024
By: TOM BRANNA
Chief Content Officer
How much do you really know about the products you buy and the companies you buy from? This is the burning question that consumers are increasingly grappling with as their awareness of environmental and ethical considerations grows. The once-trusted household brands, fortunate to enjoy the utmost levels of consumer confidence for a long time, now find themselves on the hot seat, victims to growing skepticism and answering to scrutiny around their sustainability and ethical credentials. Remedying this shift in consumer expectations is radical transparency, the movement that puts greater information in the customer’s hands, providing unprecedented visibility into their practices and prompting organizations to make better decisions. It didn't take long for governments and regulatory bodies to get on board, leading to the implementation of laws, one being the Green Claims Directive, introduced last year. The directive looks to ban greenwashing and misleading product information, requiring companies to substantiate the voluntary green claims they make in commercial practices. This year, the European Parliament gave it its final green light, with 593 votes in favor of protecting consumers from misleading marketing practices and signaling a broader commitment to aligning business practices with genuine sustainability goals. So, with greenwashing, bluewashing and other forms of misleading information remaining pivotal issues, what can the industry do to pave the way for a more transparent, ethical and consumer trust-driven future?
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