Transparency and Disclosure

In my day to day work, as well as in my personal life, I often read labels, search the web, and generally consume as much information about companies and products as any normal person could take. As a marketing professional, I particularly appreciate it when I'm given more information than not. I can't help but notice consistency in branding and messaging, and when a company changes their messaging ('who are they targeting with THAT ad?!').

A lot of what we know about companies comes from their transparency and disclosure - if that is missing, how are we supposed to know about all the great efforts? Are we supposed to trust companies on faith that they're doing the right thing if they aren't even going to the trouble of telling us?

With this sustainability shift we're experiencing, the companies that do a good job of communicating their efforts with their audience are more successful in making the sale or closing the deal. But it also needs to be consistent - from the company website to packaging.

Case in point: We're making minor renovations in our bathroom and wanted to find environmentally conscious shower curtains, rod, and liners. Did some research online and found some great options, but I wanted to see what I was buying before I made a purchase. In heading down to my local Bed Bath & Beyond, I noticed not only how scarce their in-store selection was (they had many options online), but what they carried under the veil of 'environmentally conscious' had ZERO information to back up the claim. I was hoping this was 100% recycled, or some other material than vinyl, but there was literally NO information on the packaging. Nothing explaining why or how, or even the content. I did notice it was made in China - what are the chances it's greenwashing? The liner went back on the shelf.

People crave more information on 'why' and 'how'. If you're not telling them what you're doing, you might as well not be doing anything as far as the point of sale goes. In this crazy age of sustainability, consumers need more information. Don't be afraid to shout it out (as long as it's true!). Don't be afraid to tell people that you recognize that your operation isn't perfect, but that you are making steps to improve it. Transparency and disclosure will win you more friends that are focused on sustainability - you will be criticized no matter what you do, but wouldn't you rather be rewarded for your efforts than to be put back on the shelf?