Shoppers value transparency

A new breed of shopper is prioritizing the planet’s health alongside their own personal health and that of their family. They care about carbon emission, animal cruelty, slave labor, and recycling more than ever before—and they want to be able to check out your credentials in these areas.

In the future, sustainability could be the key to winning over shoppers. Brands and retailers may soon find themselves not just competing on quality and price—but also over environmental impact. NielsenIQ data suggests that almost three-quarters of shoppers globally have re-evaluated their priorities. For many, that means a greater focus on sustainability.

The transparency shoppers are demanding can seem daunting. However, it’s vital to focus on providing this transparency to meet shopper needs and stay ahead of the competition. Like many challenges facing the FMCG industry, this also presents enormous opportunities for brands and retailers that are prepared to embrace transparency, upgrade their product content, and tell shoppers how they are sustainable.

This report from NielsenIQ Brandbank looks at exactly what transparency around sustainability initiatives means and why shoppers value it so highly—and how it can go so wrong if brands merely greenwash their product information. It considers how brands and retailers can improve their transparency through enhanced content that informs shoppers without confusing them, and why transparency is ultimately good for business.