信赖·透明度 - 消费者趋势分析(2023年)

与消费者建立更准确、更诚实的关係对于品牌忠诚度至关重要。许多消费者对相互矛盾的讯息表示怀疑和困惑。现代消费者期望品牌提供各种资讯。

信任和透明度是舒适和不确定性大趋势的一部分。在当今监管加强、事实另类、令人困惑的健康资讯和绿色清洗的世界中，理解和利用信任和透明度趋势对于避免消费者的强烈反对至关重要。

本报告审视和分析了消费者对信任和透明度的趋势，并为未来的决策和产品开发提供了策略提示。

目录

第1章 TrendSights Analysis(2023年):信赖·透明度

• 趋势摘要
• 什么
• 为什么
• 如何
• 接下来会发生什么事？

第2章 附录

Abstract

Building more accurate and honest engagement with the consumer is crucial to brand loyalty. Many consumers are skeptical and confused by conflicting information. Modern consumers expect a variety of information to be made available by brands particularly around health and third-party validation.

Trust & Transparency is part of the Comfort & Uncertainty mega-trend. In a modern world of tightening regulation, alternative facts, confusing health messaging, and greenwashing, understanding and leveraging trust and transparency trends is important to avoiding consumer backlash.

Scope

• Consumers are more aware than ever of the pitfalls of social media, but it remains the predominant source of information, so it is important that brands work on their engagement in these spaces.
• In the age of cancel culture, brands cannot risk being vague and must make a full, consistent commitment to their policies and practices.
• In light of cost pressures, brands must be shrewd about which information to make accessible to consumers.
• The Trust & Transparency trend has been critical to the recent boon of clean label products, particularly in food, beverages, and personal care.
• Understanding the beliefs and values of target demographics constantly evolving due to geopolitical and macroeconomic factors is key to how brands approach trust and transparency.

Reasons to Buy

• Recognize what has driven the evolution of consumer attitudes so far, and why brands must incorporate Trust & Transparency attributes and features.
• Identify where the market is going and how consumers react in different categories.
• Access valuable strategic take-outs to assist future decision-making and product development.

Table of Contents

Table of Contents

• 1 . TrendSights Analysis 2023: Trust & Transparency
• Trend Overview
• What?
• Why?
• How?
• What Next?

2. Appendix