{"id":22950,"date":"2021-01-22T14:57:17","date_gmt":"2021-01-22T14:57:17","guid":{"rendered":"https:\/\/localhost:10003\/?post_type=scaleup&#038;p=22950"},"modified":"2024-08-16T12:49:17","modified_gmt":"2024-08-16T11:49:17","slug":"transparent-brands","status":"publish","type":"post","link":"https:\/\/www.ecommercefulfilment.com\/resources\/scale-up\/transparent-brands\/","title":{"rendered":"Time for Transparency"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">In this article<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.ecommercefulfilment.com\/resources\/scale-up\/transparent-brands\/#whats-in-a-product\" >What\u2019s in a product?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.ecommercefulfilment.com\/resources\/scale-up\/transparent-brands\/#sustainable-foodies\" >Sustainable foodies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.ecommercefulfilment.com\/resources\/scale-up\/transparent-brands\/#fashion\" >Fashion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"whats-in-a-product\"><\/span>What\u2019s in a product?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In a study commissioned by global hygiene and health company\u00a0<a href=\"https:\/\/www.essity.com\/\" target=\"_blank\" rel=\"noopener\">Es<\/a><a href=\"https:\/\/www.essity.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">s<\/a><a href=\"https:\/\/www.essity.com\/\" target=\"_blank\" rel=\"noopener\">ity<\/a>, more than a third of UK consumers said there is a need for brands and businesses to be more transparent about the sustainability of their products.<\/p>\n\n\n\n<p>Consumers have become less trusting of brands, particularly since the pandemic hit. They\u2019re curious. They\u2019re asking questions about product origins, handling, storage, and distribution of products along the supply chain. They\u2019re looking for more information on the brand\u2019s\u00a0<a href=\"https:\/\/www.specialityfoodmagazine.com\/food-and-drink\/brand-transparency-will-drive-sales\" target=\"_blank\" rel=\"noreferrer noopener\">sustainability stance<\/a>.<\/p>\n\n\n\n<p>Many brands are responding to this well. They\u2019re championing sustainability and are proud to share how they\u2019re doing it. Here are a few companies that are shaping the future of sustainability across the health, wellbeing, and fashion industries.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><strong>Transparency will be one of the top trends for the food and drink industry in 2021.<\/strong><\/p><cite>Source: Innova Market Insights<\/cite><\/blockquote><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"sustainable-foodies\"><\/span><strong>Sustainable foodies<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Transparency has never been more important to brands in the nutrition and supplement market. Consumers value the food, drink and supplements brands that help them practice healthy behaviours, even more so throughout the pandemic. As they\u2019re more aware of what they\u2019re putting into their bodies, they value openness and\u00a0<a href=\"https:\/\/www.kerry.com\/insights\/kerrydigest\/2020\/immune-health-ingredients\" target=\"_blank\" rel=\"noreferrer noopener\">honesty when it comes to the ingredients used.<\/a><\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><strong>51% of UK shoppers consider sustainable or ethical ingredients as important as before the pandemic, while over a third of consumers said that these claims matter more to them now as a result of the pandemic.<\/strong><\/p><cite><a href=\"https:\/\/www.specialityfoodmagazine.com\/news\/the-post-brexit-ethical-opportunity-for-uk-brands\" target=\"_blank\" rel=\"noreferrer noopener\">Source: Speciality Food Magazine \u2013 GlobalData<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<p>According to the\u00a0<a href=\"https:\/\/www.soilassociation.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Soil Association<\/a>, the\u00a0<a href=\"\/order-fulfilment\/organic-fulfilment\/\">organic market<\/a>\u00a0in particular has now reached its highest growth level in over a decade. So, if you\u2019re in the business of organic and sustainable snacking, supplements or foodstuffs, then you\u2019re onto a winner, just like these brands\u2026<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Gut Stuff<\/h3>\n\n\n\n<p><a href=\"https:\/\/thegutstuff.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Gut Stuff<\/a>\u2019s mantra is to empower gut health in everyone, but they don\u2019t just say, they do. Their claims are backed by a team of nutritionists, dietitians, GPs and scientists, so with experts like these onboard, it\u2019s pretty difficult to nay-say.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Nutravita<\/h3>\n\n\n\n<p>Soil Association certified\u00a0<a href=\"https:\/\/www.nutravita.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Nutravita<\/a>\u00a0came to the fore of the vitamins and supplements market in 2014, keen to tell the world that all of its products are sourced and blended from the highest quality ingredients, and are manufactured in the UK. They share expert knowledge and tips regularly and invite customers to ask questions. Beyond being transparent about its product offering, Nutravita pledged to \u2018do right by people and the planet\u2019 by planting trees in partnership with\u00a0<a href=\"https:\/\/www.instagram.com\/ecologi_hq\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ecologi.<\/a><\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><strong>Brits are willing to pay \u00a33,654 more a year for eco-friendly products.<\/strong><\/p><cite><a href=\"https:\/\/www.independent.co.uk\/news\/uk\/home-news\/lockdown-eco-friendly-buying-products-uk-a9629861.html\" target=\"_blank\" rel=\"noreferrer noopener\">Source: Independent<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Quinn Snacks<\/h3>\n\n\n\n<p>US-based\u00a0<a href=\"https:\/\/www.quinnsnacks.com\/our-team-story\/\" target=\"_blank\" rel=\"noreferrer noopener\">Quinn Snacks<\/a>\u00a0are big on \u2018keeping it real\u2019. Founder Kristy was on a mission to revolutionise microwavable popcorn, starting with removing chemicals, plastics and using real ingredients that can be traced back to the source. Like many other healthy food and snack brands, Quinn avoids using artificial flavourings, preservatives and other words that are hard to pronounce. Transparency comes in the form of their <a href=\"https:\/\/www.quinnsnacks.com\/farm-to-bag\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u2018Farm to Bag\u2019\u00a0<\/a>initiative and Kristy declares:<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><strong>Transparency is the most powerful force for good in good.<\/strong><\/p><\/blockquote><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"fashion\"><\/span><strong>Fashion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Sustainability is a big talking point in fashion too. The fashion industry alone accounts for around 10% of global carbon emissions, and\u00a0<a href=\"https:\/\/www.bbc.com\/future\/article\/20200310-sustainable-fashion-how-to-buy-clothes-good-for-the-climate\" target=\"_blank\" rel=\"noreferrer noopener\">research<\/a>\u00a0tells us it uses up more energy than both aviation and shipping combined. Fast-fashion is problematic, but brands are actively taking steps to reduce their environmental impact.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">H&amp;M<\/h3>\n\n\n\n<p>When you think of everyday sustainable fashion, you might think of H&amp;M with its \u2018Conscious\u2019 collection. They made their stamp by creating an\u00a0<a href=\"https:\/\/www2.hm.com\/en_gb\/life\/culture\/inside-h-m\/conscious-exclusive-aw20.html\" target=\"_blank\" rel=\"noreferrer noopener\">exclusive AW20 collection<\/a>\u00a0made entirely from waste.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"H&amp;M Conscious Exclusive A\/W20\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/zY3atcmLBag?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">DL 1961<\/h3>\n\n\n\n<p>Denim can be sustainable too. Denim brand\u00a0<a href=\"https:\/\/www.dl1961.com\/pages\/sustainability\" target=\"_blank\" rel=\"noreferrer noopener\">DL 1961<\/a>\u00a0uses Jeanologia\u2019s Environmental Impact Measurement software to keep track of each garment\u2019s water, energy, and resource usage. Now that\u2019s a fairly unique selling proposition to share with consumers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Patagonia<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.patagonia.com\/actionworks\/#!\/choose-location\/\" target=\"_blank\" rel=\"noreferrer noopener\">Patagonia<\/a>\u00a0is another clothing brand that\u2019s become synonymous with sustainability, in fact, it\u2019s become a global leader for it. From how its products are made and the materials used to donations to environmental causes, planet ecosystem preservation weaves its way through the brand\u2019s entire business model.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Veja<\/h3>\n\n\n\n<p>There\u2019s nothing more transparent than having a dedicated \u2018transparency\u2019 page on your brand\u2019s website, telling your customers how transparent you are. That\u2019s exactly what footwear brand&nbsp;<a href=\"https:\/\/project.veja-store.com\/en\/single\/transparency\/\" target=\"_blank\" rel=\"noopener\">Veja<\/a>&nbsp;has created. They go into incredible detail on how the shoe is made, how much its labourers are paid and what chemicals are used. They even share the contract they have in place with their organic cotton producers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Girlfriend Collective<\/h3>\n\n\n\n<p>Transparency is important to Girlfriend Collective too. In the brand\u2019s words, \u201cSo many companies tout transparency but only offer flashy headlines instead of substance.\u201d The important thing is, they\u00a0<a href=\"https:\/\/www.girlfriend.com\/pages\/about\" target=\"_blank\" rel=\"noreferrer noopener\">communicate<\/a>\u00a0their stance on eco-friendliness, and they communicate it well.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Stella McCartney<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.instagram.com\/stellamccartney\/\" target=\"_blank\" rel=\"noreferrer noopener\">Stella McCartney<\/a>\u00a0is at the forefront of driving sustainable luxury fashion. Coined fashion\u2019s most passionate environmentalist, she made key supply chain decisions to ensure every product would be ethically sourced and made with the environment in mind. The designer stood by producing timeless fashion pieces without using fur or leather but remained luxurious and most importantly \u2013 sustainable.<\/p>\n\n\n\n<p>Transparency to Stella McCartney means sharing details of the materials used for each and every look, where they are sourced and how they contribute to the company\u2019s\u00a0<a href=\"https:\/\/www.vogue.com\/fashion-shows\/spring-2021-ready-to-wear\/stella-mccartney\" target=\"_blank\" rel=\"noreferrer noopener\">sustainability<\/a>\u00a0mission.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Clear communication<\/h3>\n\n\n\n<p>As these brands prove, sustainability isn\u2019t just a \u2018nice thing\u2019 to be doing or talking about.<\/p>\n\n\n\n<p>From the supply chain to the products themselves, the materials used and what\u00a0<a href=\"\/order-fulfilment\/pick-and-pack\/\">packaging<\/a>\u00a0they\u2019re shipped in, consumers are demanding more reassurance that they\u2019re having a positive impact on the environment. The world of \u2018being green\u2019 comes with a complex list of buzzwords, so it\u2019s important to clarify what all the\u00a0<a href=\"https:\/\/www.eco-consciousbrands.com\/blog\/green-terminology-for-small-business\" target=\"_blank\" rel=\"noreferrer noopener\">terminology<\/a>\u00a0really means.<\/p>\n\n\n\n<p>Successful brands of the future will be those who incorporate sustainable practices whilst being completely transparent with the consumer.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"179\" src=\"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2021\/01\/BOOM_General_Facebook_ALL-300x179.jpg\" alt=\"\" class=\"wp-image-22954\" srcset=\"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2021\/01\/BOOM_General_Facebook_ALL-300x179.jpg 300w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2021\/01\/BOOM_General_Facebook_ALL-1024x612.jpg 1024w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2021\/01\/BOOM_General_Facebook_ALL-768x459.jpg 768w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2021\/01\/BOOM_General_Facebook_ALL-1536x918.jpg 1536w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2021\/01\/BOOM_General_Facebook_ALL-600x359.jpg 600w, https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2021\/01\/BOOM_General_Facebook_ALL.jpg 1600w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">BOOM! Awards are now open\u2026<\/h3>\n\n\n\n<p>If you\u2019re an organic-certified business working to restore nature, health and a safe climate, enter the UK\u2019s only organic awards, the BOOMs (Best of Organic Market)\u00a0<a href=\"https:\/\/www.soilassociation.org\/boomawards\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/p>\n\n\n\n<p>Entries close Monday 1 March 2021 at midnight.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a study commissioned by global hygiene and health company Essity, more than a third of UK consumers said there is a need for brands and businesses to be more transparent about the sustainability of their products.<\/p>\n","protected":false},"author":9,"featured_media":22951,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"yes","_lmt_disable":"","footnotes":""},"categories":[376],"tags":[],"class_list":["post-22950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-scale-up"],"acf":[],"modified_by":"James Dillon","featured_image_src":"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2021\/01\/pexels-ready-made-3850790-scaled.jpg","featured_image_src_square":"https:\/\/www.ecommercefulfilment.com\/wp-content\/uploads\/2021\/01\/pexels-ready-made-3850790-scaled.jpg","author_info":{"display_name":"J&amp;J Global Fulfilment","author_link":"https:\/\/www.ecommercefulfilment.com\/author\/james-and-james\/"},"_links":{"self":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/posts\/22950","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/comments?post=22950"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/posts\/22950\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/media\/22951"}],"wp:attachment":[{"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/media?parent=22950"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/categories?post=22950"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommercefulfilment.com\/wp-json\/wp\/v2\/tags?post=22950"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}