Let’s Be Clear: Transparency as a Strategic Advantage

Enabled by digital technology and vast amounts of digitally-generated company data, customers are advancing their personal values through their purchasing decisions.

They are forcing companies to respond because they can easily find evidence of a company’s authenticity, trustworthiness, or the lack thereof.

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Companies should commit to making sure their products or services mesh with their core customers’ values. To do that, they must understand what these customers value most. 

Customers want to see everything 

The broad reach of the Internet, combined with crowdsourced reviews, ratings organizations, and digital technologies, empowers customers to make values-based decisions about whether they’re willing to transact with an organization. 

As information about a company’s material sourcing, labor practices, or environmental impact becomes readily available, it’s easier than ever for consumers to consider how well business practices fit with their personal beliefs—and broadcast their findings around the world. 

Making transparency deliberate 

Companies and watchdog organizations alike are responding by applying new technologies to improve transparency. Examples include: 

The difference between exposed and transparent 

Transparency is only a liability when companies have fallen out of step with customer values. Companies shouldn’t wait for customers to expose inconsistencies. Proactively building transparency into operations gives customers ongoing proof of how companies’ values align with theirs. Those that do this well can make it a strategic brand advantage.

Learn more about transparency

Read “Your Values in Plain Sight: The Future Is Transparency Through Tech.”