Chapter 5

Radical transparency

The smartphone, and our access to instant information, is already transforming the purchasing decisions of consumers. Today, shoppers are comparing prices and consumer reviews of goods on their phones while shopping in store; they are checking on the sustainability values of seafood and other produce via dedicated apps; and, as we saw in Chapter 2, their opinions of brands are being influenced by activism awareness–raising campaigns delivered direct via social media.

That trend is likely to increase as more young people come to expect transparency and higher ethical standards from the companies whose products they buy. Numerous studies of that supposedly all-important Millennial demographic suggest that young people ...

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