student-run marketing firm at Stephens College, Columbia, MO


Transparency is the Norm


In the world of communications, businesses have become more transparent. A few years ago companies who wanted to stand out from the competition began remarketing themselves to be more transparent, and it was a hit. Consumers enjoyed the treatment and service these companies were providing which began to change the wants and needs of the consumers. Today consumers not only want their companies to be transparent, they are expecting it.

Transparent has a lot of definitions, but when applied to the field of communications, its meaning becomes more defined. Transparent can be described as having thoughts, feelings, or motives that are easily perceived. Consumers want companies to tell the truth about their products and the ingredients in them.

Consumer buying habits have shifted to a more conscious way of spending. With the advancements of the internet in the past ten years, consumers have gained the access to any information they are seeking. Consumers want to know that what they are buying is good for them and the environment. Consumers were also exposed to the poor conditions that some companies were allowing the products to be produced in. This created a trust issue between the consumers and the companies.

Trust is an important component to brand loyalty and the main reason companies should become more transparent. Consumers want to know they can trust the company and the product. This trust is often more important than the product itself. Companies cannot buy this trust from their customers. If a company wants their brand to gain brand loyalty from their customers, the company has to earn the trust. One of the best ways to earn this trust from the consumers is to increase consumer awareness. By allowing consumers to know the information they are seeking, companies can gain relationships with their consumers.

There are many ways to incorporate transparency into a company image. Consumers do not want to know all the information about the company, they want to know who they are working with and if they can trust the product. Companies should be honest about where their products are made and how they are made, especially if the information may be concerning. Social media has become an easy platform for companies to relate to their consumers more efficiently. Through social media companies are creating their own voice and allowing the consumers to see a side of them that is lost and well, human. Social media will not solve all issues on its own, the company must have a strong marketing message that is also transparent.

Companies must embrace the needs and wants of consumers to gain customer loyalty and ultimately succeed. With transparency, companies can build consumer loyalty more than ever before. Consumer needs and wants are constantly changing, professionals in the communication field must keep up with those changes. With new channels and more social media coverage, companies can control how their messages are being displayed. Consumer awareness allows companies to create trust with their customers while providing customer service that benefits the customer needs. Consumers are driving industries towards a more consumption conscious market. Transparency is a way for consumers to understand their brands and products.

Graphic Created by Rachel Wahl


“How Consumer Demand for Transparency Is Shaping the Food Industry.”Https://, 2017.

“The Importance of Brand Transparency with Consumers.” Beholder Agency, 27 Apr. 2017,



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