Current Branding Trend: Transparency

Trendwatching.com’s latest trend report states that brands are hiding their customer reviews, internal company data, and prices for services and products – behind absolutely nothing. Transparency is the new competitive force behind many online retailers and traditional retail outlets. And it’s being driven by the needs and wants of a new breed of savvy consumers.

"Old economy fog is clearing: no longer can incompetence, below-par performance, ignored global standards, anti-social & anti-eco behavior, or opaque pricing be obscured. In its place has come a transparent, fully informed marketplace, where producers have no excuse left to underperform. TRANSPARENCY TYRANNY for some, TRANSPARENCY TRIUMPH for others."

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