Why Brand's Transparency Is So Important?
We have entered a new era where radical transparency isn’t just an added bonus but a requirement. It’s as obvious as a fact that we can’t stop buying, but we can make better choices. How to make them? Using all the information provided by a brand. That’s why transparency is a key point to intelligent consuming. How do we understand ‘transparency’? Read below!
Making our research, we’ve found a certain amount of certificates for sustainability index (such as B Corp), but there are several issues:
a) these certificates are not easy to get, especially for small brands/factories, because it’s a cost they are not always ready to pay
b) the results of these professional analysis are too complicated for an average consumer
So we started thinking about some levels or key points that should be transparent, that are important for us as intelligent consumers (not as professionals or control freaks).
1. BRAND’S HISTORY & VALUES
It’s always good to know why, where and when it was started. It helps us to understand company’s values, vision and mission that we can (or can’t) share.
2. LOCATION & SOURCES
Where and what from was it made? Did my T-shirt travel all over the world leaving a huge carbon footprint or was it made locally, by my neighbor? The next question is about the source of materials – natural or synthetics. We need to understand that natural raw sources are renewable and that synthetics are recyclable.
3. PRODUCTION PROCESS
An item designed to last is the most sustainable option (ideally it’ll be passed on through generations), so the information about quality should be transparent as well. The quality is directly linked to the production process, technologies, company’s experience and expertise, history, traditions and roots, using of innovations etc. We have a right to know about this.
4.WORKING CONDITIONS & SUPPLY CHAIN
As intelligent consumers, we want to be sure about fair trade and fair working conditions for everyone participated. True supply chain transparency entails visibility and traceability, not only on the product or retail level, but also at the supplier level, the raw material level, and the worker level.
5. ENVIROMENTAL IMPACT
This is something that bothers us all nowadays and requires no explanation. Every brand must show us how it deals with waste and everything that can affect our (or our planet’s) health.
6. HONEST ANSWERS
As a conclusion, we can say that transparency is not about making only right choices; it’s about honesty… even if some choices are not very cool. So, it’s very valuable if there’s a communication and honest answers to tricky questions.
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