What is at stake?
Why is it important?
Transparency is essential to building a relationship of trust and loyalty with your target audience. This becomes even more crucial in a context of distrust: according to a survey conducted for Mouvement Impact France, 75% of French people express skepticism about "socially responsible" companies.
Three key steps to take
1️⃣ Communicate transparently about product composition, suppliers/partners, manufacturing methods, and even the ecological impact of your business
→ Example from Asphalte: provide traceability and environmental impact for each product.
2️⃣ Share information about failures, shortcomings, and improvement strategies
It's important always to explain what you're doing and why. In our case, we use plastic containers, which might seem contradictory. However, we are fighting against the improper use of plastic. We use recycled plastic. Plastic is less energy-intensive, lighter, more durable, and sturdy. Plastic is fantastic. But it's crucial to explain this to consumers.
Thomas Arnaudo, Cofounder @ 900.care
3️⃣ Make information easily accessible
Transparency in product performance and posting certified reviews on the website are crucial, as is no deceptive advertising: genuine stories should be used, arguments should be reliable, and no unrealistic promises should be made.
📚 Resources and further reading
📖 Tips for Embracing a Transparency Approach (Marketing Flow)
🔍 Transparent Communication: The Example of Latitudes
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