Transparency is no longer just a strong choice —it’s nonnegotiable in organizations’ quest to reach and capture the millennial market.
To illustrate, let’s consider the food industry, where transparency holds especially notable value for millennial consumers.
According to The Washington Post, millennials are leading the charge when it comes to holding food manufacturers accountable for information about food provenance and preparation. “Healthy” has a new meaning for this generation—and brands won’t get very far with buzzwords such as “gluten-free,” “low-fat” or “high-fiber.” As The Washington Post reports, millennials equate healthy foods with those that are locally and sustainably sourced.
Of course, the importance of transparency in branding is not limited to the food industry.
Today’s consumers consider transparency a major factor in nearly every purchasing decision they make, and there are several ways you can embrace transparency to appeal to these powerful tastemakers.
Transparency across industries