Unveiling Shady Owners

You may have come across articles like this one before, that oultines ethical brands that are actually owned by unethical owners. (Did you know Innocent Smoothies are owned by Coca-Cola?!)

When larger, traditionally profit-driven corporations acquire smaller, purpose-driven startups, it is a move often aimed at diversifying their portfolio and tapping into a new consumer base. While this may be a sound business strategy, it can blur the lines of authenticity, potentially misleading consumers about the true nature of their purchases.

As a consumer, it's arguably misleading to be buying from a company thinking you are supporting a small independent team, only to find out you are making the pockets of Coca-Cola deeper.

Ensuring Transparency as a Brand Owner

As a mission-driven brand owner, it's crucial to provide transparent and easily accessible information on your brand's website and product pages. This approach minimizes the need for consumers to scour the internet, which can lead to confusion or even deter them from making a purchase.

‍

The impact on the bottom line

When a consumer has to leave your website and conduct their own research, they most likely will look for information on Google and social media.

These are the real results of a question a consumer typed into Google when wanting to vet a company before buying her wedding dress.

As you can see, there is a big variety in the results of her query.

This type of research will not only delay the decision timeline for the customer purchase, but is likely to sidetrack and impede the purchase altogether.

The risk is twofold: The consumer can get lost between multiple tabs, including blogs and comments on social media and may eventually abandon the purchase due to overwhelm or lack of clarity.

They may also come across your competitors on their quest for the truth and decide to purchase from them instead.

The Solution: Clear Communication

To mitigate these issues, it's essential to clearly communicate your brand's story, values, sustainability practices, and ethical standards directly on your website.

This transparency is particularly important when marketing to Gen Z, a demographic known for valuing honesty, social and environmental responsibility.

‍

Closing

To build trust and connect with conscious consumers, transparency in your brand’s ethics and sustainability practices is key. If you're unsure how to effectively communicate these values on your website, while avoiding greenwashing, we're here to assist.

‍Book your free 30-minute consultation today, and let's discuss how we can help your brand attract and retain your audience while remaining authentic.