The ROI of Transparency: A Consumer Market Research Study

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Do you want to give your competitors a 20% head start?

When Gaia Herbs implemented a transparency program, their sales skyrocketed 3x over the next four years.

Which was a smart move. Because one in five of U.S. consumers choose a transparent brand as their first choice.

This begs the question:

Are you ready for a wave of new customers?

Knowing this fact and other critical insights about transparency’s value to your company is just one of the key reasons to get this new report:

The ROI of Transparency: A Consumer Market Research Study.

Even more valuable is that your transparency efforts will be guided with data-driven implementation methods.

You’ll learn what transparent practices to do first — real actionable steps — for the greatest return on investment.

And here’s the good news for you (and why you need to start now).

Everybody — consumers, industry, trade groups — is talking about transparency, but not many companies are actually doing it.

How much your brand takes transparency to heart directly impacts your customer relationships, and your future earnings. Why wait before others get that 20%? Or the additional 26% of consumers who look for transparent brands when in the store? Or the additional 27% who consider transparency as one of their buying variables? When you add all three groups, that’s 73% of the population. 

This report answers those questions and gives you tools to make an action plan.

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Transparency is your company’s future — how will you become your customers’ 1st choice?

Companies that invest in transparency have a competitive advantage. And many of them use it as a cornerstone to growth.

In The ROI of Transparency you’ll understand why investing in transparency is not only the present — it’s the future.

You’ll know where to invest in transparency (and where you shouldn’t).

Plus you’ll:

  • Understand how important transparency really is. To your brand, to your industry, and most significantly to your customers.
  • Know what kinds of customers will reward you for your transparency efforts, and those that say they might, but really won’t.
  • Get data that will specifically inform you about how much or little to invest in transparency, and where to do so. In other words, what transparency practices will give you the best return on investment.

If you’re a CEO, founder, executive, regulatory, sales or marketing decision-maker, this transparency report is for you.

  • If you are aware of the need for transparency, but are having trouble convincing others in your organization, this is the report for you.
  • If you are being forced to “make your company transparent” but don’t know where to start, this report gives you the data needed to help with prioritize decisions.
  • If your marketing department wants to know who is driving the need for transparency in your industry and what’s important to them, this report gives marketers the data they need.

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Key insights for your company from the main report.

  • Meet the “transparents” — the high, the regular and the low-to-no. How do they fit the profiles of your customers?
  • Find out the truth about how generations differ in their relationship to transparency. Some data will confirm your bias, but there is plenty that will not.
  • Discover the differences between the natural channel shopper and FDMC shoppers when it comes to transparency. In a multichannel world, you need to know which channels are best for you.

Some of the key topics covered in the main report are:

  • Awareness of transparency among transparents, generations, and channel
  • How consumers really define transparency (and how transparency influences other key brand attributes)
  • What the most transparent companies, organizations and industries are
  • The real value of transparency
  • How much transparency influences purchase intent and purchasing decisions
  • Investing in transparency costs money. Find out who will pay more for transparency
  • The benefits of transparency that go far beyond the obvious and may surprise you
  • How best to demonstrate transparency and highest rated practices (to inform your implementation plan)
  • Perception of how much consumers think brands lie, even the ones they buy

For the “transparents,” generations, and channel shoppers, find out specifics about:

  • Where they shop
  • Product attributes they prefer
  • What transparency means to them
  • How companies can best demonstrate transparency to them
  • What types of companies they believe are most transparent
  • Why transparency affects purchasing decisions
  • How much ethics matter to those who care about transparency
  • The kinds of brands that appeal to them
  • How to reach these audiences

Get concrete, actionable steps specific for your vertical.

In addition to the main report, you can choose from four special reports:

  • Vitamins & Supplements
  • Personal Care
  • Food & Beverage
  • Clothing & Apparel

Each is analyzed through an overall perspective and then through the three lenses introduced in the main report: “transparents,” generation, and shopping channel.

Key topics covered in each special report:

  • Understanding why consumers like certain brands in your category
  • Characteristics of the brands in your category consumers like to buy
  • Reasons for liking a chosen brand
  • The relationship between transparency and quality
  • Relationship to transparency and shopping habits
  • Most important aspects of transparency
  • Most important practices to be transparent
  • Purchase intent
  • Belief in brand integrity
  • How dialogue impacts purchase decisions
  • Enough vs. more information
  • Admitting to mistakes
  • The power of video
  • The power of the traceability app
  • Transparency in relation to regulations
  • Influencing and reaching transparents, generations and channels

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Identify the transparent practices that will provide your brand the biggest ROI.

Our promise: Ten minutes after reading the chapters on the most important aspects of transparency, you’ll know how to get started on your company’s transparency program.

If not, we’ll provide a free consultation (up to 60 minutes) with you to identify those practices that will provide the greatest transparency value for your company.

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“Pure Branding was instrumental in identifying the opportunity in radical transparency for Gaia Herbs and seeing it through to realization.”

Ric Scalzo
CEO & Founder, Gaia Herbs