Why Transparency Matters More Than Ever

Today’s shoppers are more informed and aware. From bold sustainability claims to carefully worded marketing, they know better than in the past how to spot the difference between genuine effort and greenwashing.
That’s why transparency has become a make-or-break factor for brands, especially in fashion, beauty, food, and consumer goods.

Consumers want to see the receipts. Traceability, powered by real, verifiable data, is becoming one of the strongest tools brands can harness.
It helps earn trust, connect with conscious consumers, and build lasting loyalty.
Let’s explore how it works.

Transparency for Conscious Consumers: The Evolution of Consumer Expectations

From Transactional to Values-Driven Purchasing

In the past, a product’s price, or how it looked, might have been enough to seal the deal.
But that’s changing fast. Especially for younger shoppers like Millennials and Gen Z, the decision to buy is about what the product stands for.

Today’s consumers are looking for:

• Honest information about where materials come from and how products are made
• Authentic stories that reflect ethical values
• Proof that the brand is making a positive impact on the people and on the planet

Sustainable product storytelling: social media and online platforms have made it easier than ever to research, compare, and even call out brands.

While some reports show that sustainability concerns have slightly dipped since 2021, Gen Z continues to lead the way in holding companies accountable. And with trust in environmental claims declining, tools like Digital Product Passports (DPPs) are stepping in to give brands a much-needed credibility boost.

Benefits of Transparency for Brands: Trust, Authenticity, and Repeat Loyalty

In a crowded market full of promises, authenticity stands out. People do not accept vague statements, they want clear, honest answers about what went into making the products they buy.

When brands can show product transparency and things like:

• Where the product came from (with product origin tracking)
• What materials were used (supply chain transparency)
• How it was produced and certified

They’re not just providing facts; they’re building consumer engagement and a relationship based on trust.

Digital Product Passports make this possible, allowing brands to deliver detailed, product-specific information based on a digital identity. And that matters. When consumers feel a brand is being real with them, they’re more likely to come back and recommend it to friends.

How Traceability Fuels Consumer Engagement

Turning Supply Chain Data into Digital product storytelling

Let’s face it, nobody gets excited about supply chain spreadsheets. But turn that same data into a story about where a product came from and who made it, and suddenly people are paying attention. That’s the power of traceability and the Digital product storytelling. It turns dry facts into engaging stories that help consumers connect with brands on a deeper level.

Turning Supply Chain Data into Business Intelligence

At the same time all these information can support the brands to collect data on suppliers, traders and forwarders, on regulations compliance, or process quality, transformation and conversion, raw materials sourcing, etc: all the key insights for a business intelligence, to lower cost and create less waste, to gain predictions and run scenarios, in general to optimize operations.

From QR Code Product Traceability to Conscious Clicks

We’ve all seen those little QR codes on product tags or packaging, but now, they’re opening a whole new world of information.

Whether through QR codes, NFC packaging chips, or RFID tags, consumers can quickly access:

• Product origin tracking: The origin of the materials
• Sustainable product storytelling: How the product impacts the planet
• Transparency for conscious consumers: Which certifications they meet

With upcoming regulations like ESPR, this kind of transparency will soon be the norm across many industries. Digital Product Passports will give consumers one-click access to the full story behind their purchases.

Within 2027  the new generation 2D codes, the GS1 standard QR codes, will be a second revolution of the barcode originally born in 1974: the new ones can in fact contain a large amount of information on the products and make them easily accessible to consumers who, through their smartphone, will be able to access new potential and change the purchasing experience.

Packaging Engagement as a Communication Tool

Packaging is becoming a way to talk directly to the consumer.

Today’s labels might include:

• Stories about where the product was sourced
• Connected packaging experience
• Environmental impact scores
• Clear consumption, recycling or return instructions

And with new regulations on the horizon, brands are being nudged to move from bold claims to clear, verified information. Packaging is now a tool for education, trust, and even advocacy.

Consumer Trust Through Traceability: Enabling Informed, Ethical Choices

People want to make choices that align with their values. With real-time access to facts, like carbon footprint and labour conditions, shoppers can make purchases they feel good about.

Transparency-driven marketing helps by:

• Taking the guesswork out of sustainability claims
• Replacing fluffy language with real numbers and certifications
• Giving consumers the power to choose lower impact, ethically made products

At its core, traceability helps consumers not just believe in a brand but believe they’re part of something meaningful when they buy from it.

Strategic Benefits of transparency for brands of Consumer-Facing Traceability

Loyalty Through Clarity

When consumers can clearly see how and where a product was made, they’re more likely to stick with that brand over time. In fact:

• Transparent companies tend to have higher Net Promoter Scores
• Authentic communication builds emotional Consumer loyalty, especially among younger, value-driven shoppers
• People who trust a brand are more likely to talk about it and recommend it

As more regulations demand proof over promises, traceability and transparency becomes not just a way to comply, but a way to lead.

Digital Product Storytelling: Data-Driven Personalization

Those same tools that provide transparency, like QR codes and DPPs, can also give brands a window into what their customers care about most.

With these insights, brands can:

• See what kinds of sustainability stories resonate with different groups
• Tailor content and outreach to match those interests
• Build a more personalized customer experience around what matters to each customer
• And above all give evidence of their best sustainability practices

When transparency and technology come together, brands can turn trust into meaningful engagement and keep improving based on what they learn.

Benefits of Transparency for Brands: Ecosystem Value Creation

Traceability is most powerful when it’s shared. By partnering with NGOs, certifiers, and tech providers, brands can:

• Add independent credibility to their claims
• Show a united front across the supply chain
• Collaborate on shared sustainability goals

These partnerships not only build trust with consumers, but they also help companies stay ahead of growing due diligence and sustainability requirements. It’s about moving from telling your story to proving your impact, together.

Traceability and Transparency: Challenges to Address

Information Overload vs. Relevance

The implementation can be painful and complex. The traceability journey is somehow analogous to a digital transformation.

With great data comes great responsibility. One of the biggest challenges is figuring out how much is too much.

Consumers want clarity, not complexity:

• Keep information simple, clear, and relevant
• Avoid overwhelming them with technical details
• Use smart design to present top-line info first, with the option to dig deeper

A user-friendly DPP interface with visuals, clean layouts, and filters can make a world of difference. The goal is to inform, not overload.

Product Traceability: Verification and Greenwashing Risks

As more brands start showcasing their traceability efforts, it’s crucial that the data behind those efforts is rock solid.

Without proper checks, traceability can backfire:

• Consumers are quick to spot (and share) inconsistencies
• Regulators are clamping down on unsupported claims
• The Green Claims Directive will require brands to show real proof

To build true brand credibility, brands should lean on third-party certifications like:

• GOTS for organic textiles
• FSC for responsibly sourced fibres
• Fair Trade for ethical labour standards

These certifications not only validate your claims—they give consumers confidence that your brand walks the talk.

Transparency-Driven Marketing: Next Steps

Today’s consumers don’t just want to hear what you stand for—they want you to show it. That’s why traceability is more than just a behind-the-scenes tool. It’s a way to connect, to inspire, and to prove that your brand is part of something bigger.

As regulations evolve and expectations grow, the brands that embrace transparency, backed by real, verified data, won’t just keep up. They’ll stand out. Because at the end of the day, trust drives loyalty. And traceability builds trust.

Read more: Transparent Origins: How Product Stories Shape Sustainable Buying