How Brands Are Practicing Transparency And Empathy
With an eye toward the environment and social good, brands are being more upfront with consumers about the costs and processes behind their products
Lately, retailers and brands have been introducing new programs to deliver greater transparency, value and control to consumers by being upfront about their pricing, policies, and the production process behind their products and services.
PSFK researchers took a closer look at how companies are developing immersive and transparent storytelling experiences. In addition to finding out how products are made, consumers are getting access to brand-funded content intended to promote better understanding across cultures and social groups. Here are a few examples of companies that have been aiming to be more transparent and empathetic:
Leather goods company Oliver Cabell uses transparent pricing, representing the cost breakdown of all its products on its website, so customers can see exactly what they are paying for and how much the manufacturer is charging them on top of its production costs. This approach appeals to millennials who often want to know not only the provenance of the goods they are buying, but also the retail markup.
H&M’s new brand, Arket, provides details about where each piece of clothing was made on the website, giving the location and name of the factory. While H&M mandates that all suppliers sign a sustainability commitment, factories are known to violate these agreements, so the information does not directly benefit consumers in the decision-making process. However, as H&M’s transparency initiative progresses, experts are providing insights into how H&M can better empower consumers.
ARKET’s 2-in-1 Series™ is created with Chinese manufacturer Marconi. Founded in 2002, the company is known for its highly skilled tailors and textile workers, specialising in elaborate woven pieces for men and women. The factory where our garments are sewn is a comparatively small production facility, with a staff of just over 500, located in Suzhou outside of Shanghai. #ARKET
Atlas of Emotions
The Dalai Lama recently launched the Atlas of Emotions, an interactive website tool designed to help people understand and navigate their feelings to enhance self-understanding. The website, which was created in partnership with psychologist Paul Ekman, is meant to turn secular audiences into more self-aware, compassionate beings by giving them a tool that helps individuals understand their complex feelings and triggers.
VR for Good
Lauren Burmaster launched the VR for Good initiative at Oculus as a way to use technology to break through apathy. Burmaster hopes that by enhancing the good deeds of activists through VR, it will propel social impact in ways never seen before.
Companies that reveal more information about their inner workings can become more connected with their customers, who like knowing the environmental and social effects of their spending. Others have been using their tools and platforms to encourage people to be more empathetic. For more insights, check out our recent research paper, Inspiring Sustainable Peace.
Before you start filling up your calendars with conferences to spark your business innovation and personal growth this year, add CXI 2018 conference to your wish list! For its 12th year running, PSFK is hosting an intimate conference where emerging pioneers and established experts will take the stage to discuss all things innovation around the new consumer experience.
Tim Rodgers is the Co-Founder and CPO of SHOPTHAT, a company focused on making shopping for beauty products much easier by allowing consumers to easily discover, curate and purchase products via the Web and Facebook Messenger. Tim is also the Founder of rehab, an award winning technology company focussed on creating brand services through messaging, voice and AR.