“You want the truth?
You can’t handle the truth!”
Or can you?
Back in the days of yore, you’d get plain-packaged consumer goods from little ‘mom & pop’ stores, and consumers would swallow the contents without a blink of an eyelid.
And while it’s great that so many of today’s brands feel compelled to behave in ethically responsible ways, there are lessons that apply to businesses across the board when it comes to being transparent. And ‘transparency’ isn’t just another buzzword. It’s about disclosing how you bring products to market, what’s in them, and how everyone is treated along the pathway from conception to sale. It’s also ‘gold’ from a marketing perspective as it gives you a reason to tell a compelling story about your brand.
It’s about honesty, integrity and being open about the what, why and how of your product. And the reason for all this transparency is because beyond the moral imperative, it creates trust between the consumer and brand, which is money in the bank.
Authentic content compels companies to have an honest conversation with their customers, which can feed back into the mechanics of the business, improving the product, and the bottom line.
A great example of a brand wearing it’s heart on it’s sleeve, and walking the walk of transparency, is the toilet paper brand “Who Gives A Crap”. Started in Melbourne in 2012, by social entrepreneur, Simon Griffiths, the not-for-profit brand donates 50% of its profits to WaterAid, which builds hygienic toilets in the developing world. It’s this combined sense of mission, transparency and generosity that has seen them literally wipe the competition.
So make no mistake, if your business is not acting transparently, the public will see straight through you.