CSR and Consumer Trust

20 years ago, transparency was seen as a risk. Today, it's become the strongest currency in building customer trust. Take ANITA DONGRE's brand- Grassroots. By being completely transparent about their: > Organic fabric sourcing > Fair wage practices > Sustainable production methods  They've built unprecedented customer loyalty. 65% of shoppers now switch brands based on supply chain transparency (FMI- The Food Industry Association Report, 2024) Transparency has become a cornerstone for fostering customer loyalty, and brands like Anita Dongre’s Grassroots are setting a powerful example. By openly sharing their methods and practices, they build trust with consumers who prioritize honesty and ethical sourcing. Today's customers invest in values, caring about product origins, makers, environmental impact, and fair labor. But here's what most brands miss: transparency isn't just about sharing information—it's about building trust. With over 20+ years in retailing across India, Pakistan, and Bangladesh, I’ve learned that: > Being transparent about challenges, processes, and mistakes turns customers into trusted partners who understand our value and commitment. > The future belongs to brands brave enough to open their books and share their stories. Because in today's connected world, the most valuable thing we can offer isn't just quality products—it's authentic transparency. What transparency practices would you like to see more brands adopt? #RetailStrategy #CustomerTrust

The Brutal Truth About Consumer Trust in Home Care Why do some brands inspire trust effortlessly while others struggle to convince consumers? Home care isn’t like beauty or food, where customers instinctively check labels. For decades, legacy brands have relied on familiarity over transparency—building trust through big advertising spends rather than real ingredient disclosures. But that’s changing. Consumer trust is now shifting toward brands that disclose, educate, and take a stand. 1️⃣ The Parle-G Effect: Legacy Trust vs. New-Age Transparency For years, people have trusted brands like Surf Excel, Vim, and Harpic—not because they knew what was inside, but because they were always there on shelves and TV screens. This is the "Parle-G effect"—familiarity breeds trust. But today, trust is no longer inherited; it’s earned. The rise of brands like Kapiva (Ayurveda transparency), The Whole Truth (ingredient honesty) shows how modern brands build trust differently—by being upfront about what’s inside. 2️⃣ The Johnson & Johnson Shock: When Legacy Trust Breaks For decades, J&J was the gold standard for baby care. But lawsuits over talcum powder contamination with asbestos shattered consumer confidence worldwide. Even in India, brands like Mother Sparsh surged because young parents started reading labels—they no longer assumed safety just because a product was from a heritage brand. 3️⃣ The Patanjali vs. FSSAI Scandal: Why Trust Must Be Backed by Proof Consumers initially believed in Patanjali’s “natural” positioning. But repeated quality violations (like the recent FSSAI crackdown on misleading claims) eroded trust. The lesson? Trust cannot be built on slogans alone. If a brand claims toxin-free, natural, or safe—it must prove it consistently. 4️⃣ The Decathlon & Ikea Strategy: Trust Through Radical Transparency Decathlon shares detailed product breakdowns—how much polyester is used, where a product is made, and even the carbon footprint. Customers trust them because they don’t have to “guess” what they’re buying. Ikea lists every material, every environmental impact, and even assembly instructions upfront. No surprises. Just facts. In home care, Koparo is taking the same approach—putting ingredients front and center. Not just saying "toxin-free," but explaining why certain ingredients matter for better or worse (like the bioaccumulation of harmful chemicals in traditional cleaners). So What’s Next for Consumer Trust in Home Care? ✅ Brands that educate will win over brands that advertise. ✅ Ingredient transparency will become a non-negotiable (just like food labels). ✅ Consumers will demand not just safe products—but proof of safety. At Koparo, we’re all in on radical transparency. No vague claims. No marketing gimmicks. Just home care that’s safe, effective, and backed by science. The real question is—do you know what’s inside your cleaning products? #ToxinFree #Koparo #HomeCareRevolution 🚀

Does “clean beauty” still deserve to be a claim? For years, “clean,” “organic,” and “natural” sold trust, and products. Today, that trust is fading. Consumers demand safety, sustainability, and honesty, yet many “clean” labels feel like marketing, not a promise, want to know more? →The label is fuzzy. Terms like “clean,” “natural,” and “organic” aren’t clearly defined in cosmetics, unlike in food. This ambiguity leads to inconsistent use and consumer confusion. As a result, shoppers, especially GENZ, stop trusting labels and turn to ingredient lists, certifications, and traceability for proof. →Greenwashing and commercial damage: High-profile greenwashing calls-out and numerous examples in cosmetics have shown how misleading claims can backfire. When brands use environmental or “natural” language without meaningful backing, they risk losing consumer trust, and sometimes legal trouble. →Gen Z: demanding, skeptical, decisive: Recent research shows many in this cohort research products extensively, prioritize sustainability and are willing to pay more for verified ethical sourcing, but they are also unforgiving when claims lack proof. In short: Gen Z wants the values behind the label, not just the label itself. From marketing claim → to brand behavior: From one-off campaign → to ongoing accountability: From exclusive premium play → to core expectation: >>What this means for your brand?<< 1.-“Clean” cannot be a fuzzy slogan anymore. Brands that keep using the word as shorthand will be dismissed. Consumers want specific, verifiable claims, “sulfate-free” or “dermatologist tested” are clearer than “clean.” 2.-Proof is the new currency. Ingredient transparency, third-party certifications, batch-level traceability, lifecycle data for packaging, these are the assets that convert skeptical research into purchase intent. 3.-Story + data = emotional trust. Younger shoppers respond to emotional storytelling, but they confirm it with facts. A moving sustainability narrative must be paired with measurable commitments and accessible evidence. 4.-Design your proposition with precision. If you say “organic,” say which ingredients are organic and by which certifier. If you say “clean,” define the criteria, no PFAS? low allergen profile? cruelty-free? and show how you measure compliance. Final word, urgent and emotional. Gen Z won’t buy the story unless it’s built on truth. After years of greenwashing and empty promises, “clean” no longer convinces on its own. Brands must turn it from a tagline into a promise, precise, proven, and non-negotiable. Find my curated search of brands and get inspired for your next Hero. Featured Brands: Aleph Beauty Axiology BANILA CO Bubble Skincare Drunk Elephant Florence by Mills Goa Organics Henua Organics I DEW CARE InnBeauty Project Kjaer Weis Wildhood #beautybusiness #beautyprofessionals #cleanbeauty #genZ

A hairdresser and a marketer came into the bar. Hold on… Haircuts and marketing? 🤔 Here's the reality: Consumers are more aware than ever of how their data is used. User privacy is no longer a checkbox – It is a trust-building cornerstone for any online business. 88% of consumers say they won’t share personal information unless they trust a brand. Think about it: Every time a user visits your website, they’re making an active choice to trust you or not. They want to feel heard and respected. If you're not prioritizing their privacy preferences, you're risking their data AND loyalty. We’ve all been there – Asked for a quick trim and got VERY short hair instead. Using consumers’ data without consent is just like cutting the hair you shouldn’t cut. That horrible bad haircut ruined our mood for weeks. And a poor data privacy experience can drive customers straight to your competitors, leaving your shopping carts empty. How do you avoid this pitfall? - Listen to your users. Use consent and preference management tools such as Usercentrics to allow customers full control of their data. - Be transparent. Clearly communicate how you use their information and respect their choices. - Build trust: When users feel secure about their data, they’re more likely to engage with your brand. Make sure your website isn’t alienating users with poor data practices. Start by evaluating your current approach to data privacy by scanning your website for trackers. Remember, respecting consumer choices isn’t just an ethical practice. It’s essential for long-term success in e-commerce. Focus on creating a digital environment where consumers feel valued and secure. Trust me, it will pay off! 💰

Consumers are raising their expectations around corporate social responsibility, demanding sustained action over isolated gestures. And as brands pull back or quiet their DEI initiatives, their audiences are paying close attention. → 53% of Americans feel disappointed when brands stay silent on social issues (Givsly) → 40% of Gen Z has stopped purchasing from brands that reversed their DEI efforts (The Harris Poll) “Very few brands can afford to alienate their target customers. Younger consumers, in particular, are very aware of the choices they have, and of the power they have to act with their dollars," said EMARKETER principal analyst Sky Canaves. The consequences of superficial or abandoned DEI initiatives are already evident. Consumers are boycotting Target, but they're also calling out retailers like Levi's for quietly launching Pride merch without explaining its significance to shoppers or integrating it into a broader strategy. For brands contemplating how to navigate this place, intentionality and long-term commitment is more important than ever, said our analyst Paola Flores-Marquez. “Going back on a stance is worse than not taking a stance. All you’ve done is alienate your supporters without courting the other side that is never going to support you.” Read more: https://lnkd.in/g4Vmk2t6

Sustainability communication is shifting toward authenticity and impact 🌍 Getty Images’ latest VisualGPS: Sustainability at the Crossroads report highlights a critical shift in how sustainability should be visually communicated. Drawing on extensive global research conducted between 2022 and 2025, the report reveals that consumers increasingly expect brands to convey sustainability narratives with realism, transparency, and inclusivity. With visual storytelling playing a central role in shaping perceptions, the report outlines evolving preferences and expectations that should inform visual strategies across industries. A key finding is that while climate change remains a top global concern, “sustainability” as a concept is not equally prioritized. Consumers respond most strongly to issues with direct and visible consequences, such as extreme weather events. As a result, visuals that depict the tangible effects of climate change perform significantly better than abstract or symbolic representations. Getty Images data shows that audiences are disengaging from imagery such as polar bears or melting ice caps in favor of more grounded depictions of real people taking meaningful action. This shift comes amid widespread skepticism. Nearly 90% of consumers believe businesses should use their resources to improve society and the environment, yet two-thirds doubt their commitment to sustainability. Greenwashing concerns are high, with 76% perceiving “green” labels as marketing tactics. In this context, visuals must do more than signal good intent, they must substantiate it with clarity and evidence. Getty Images emphasizes the need for visuals that reflect authentic, results-oriented efforts rather than idealized scenarios. The report also identifies regional differences in visual expectations. European audiences demand unfiltered depictions of environmental impact and policy response, while Latin American consumers prefer visuals grounded in reality, with a focus on collaboration and protection. As sustainability becomes a core expectation, consumers are looking beyond isolated campaigns. They want to see sustainability embedded across all facets of a company’s operations, from product design and supply chains to packaging and employee practices. Getty Images refers to this as “quiet sustainability,” where actions speak louder than declarations, and visuals must reflect this integration to build credibility and trust. The visual landscape is moving away from abstract symbolism toward real-world representation. Consumers want visuals that are inclusive, honest, and grounded in action. For brands, this presents an opportunity to align visual content with the expectations of a more informed, cautious, and values-driven audience, delivering authenticity as both a creative and strategic imperative. #sustainability #sustainable #business #esg #storytelling

Have You Ever Wondered How Certifications Could Boost Your Business’s Credibility and Competence? Imagine walking into a store and picking up a product that proudly displays a certification you trust. You instantly feel more confident in your choice, right? This is the power of sustainability certifications — they not only guide companies toward better practices but also reassure consumers about the claims those companies make. In today’s world, Where the triple bottom line (TBL) of social, environmental, and economic factors is increasingly important, certifications are more than just badges of honor. They’re essential tools for building business competencies and trust. Let’s break it down a bit. Not all certifications are created equal. First-party certifications are internal, kind of like giving yourself a pat on the back. Second-party ones are industry-specific, often more about boosting sales than ensuring genuine sustainability. But third-party certifications? These are the real deal. They come from independent organizations like the Forest Stewardship Council and the Marine Stewardship Council, which focus on sustainability, not industry profits. Take the Cradle to Cradle (C2C) certification, For example. It’s a gold standard in sustainability, assessing products on criteria like material health, renewable energy, and social fairness. The benefits are clear. Products with certifications like C2C aren’t just meeting standards; They’re signalling a commitment to continuous improvement and transparency. This builds trust with consumers, who are becoming more discerning every day. While there’s a cost to achieving these certifications, more businesses are realizing the value they bring. They’re investing in independent assessments to not only meet consumer demands but to genuinely improve their sustainability. And it doesn't stop there. The C2C Product Innovation Institute even offers free online courses and hosts annual competitions to encourage ongoing innovation and improvement in sustainability practices. So, How can your business step up its game with certifications? What’s the next step in building credibility and competence through sustainability? Let’s talk about it! 💬

Driving Sustainability in the Digital Age: Insights from Our Latest Study🌍 ♻️   As President of TÜV-Verband, I had the honor of presenting our new study “Nachhaltigkeit und Konsumverhalten bei digitalen Geräte” (Sustainability and Consumer Behavior Regarding Digital Devices) at this year’s SustainCon. This research highlights pressing insights that resonate with the ongoing conversation around sustainability in our industry.     The findings highlight a clear action–value gap:   🔹 9 out of 10 consumers say sustainability matters to them, 86% of consumers support stricter EU rules like the Ecodesign Regulation and the Right to Repair,   🔹 But only 17% actually factor sustainability into their purchase decisions. Price, design, and functionality still outweigh longevity, energy efficiency, reparability, and recyclability.   🔹 About one in three consumers bought a used device in the past two years, yet many skipped repairs due to cost or lack of options.       ➡️ One of the consequences: According to the Global E-Waste Monitor, electronic waste continues to grow—from 62 million tons in 2022 to 82 million tons by 2030.      💡 My key takeaway: Consumers ask for more sustainability but unfortunately are mostly not willing to pay for it. This means that without regulatory enforcement the goals will not be achieved. Europe must act now —through regulation, innovation, and independent certification—to bring sustainable products safely and competitively to market. Possible measures could include:   ❌ Abolishing the €150 customs exemption   📜 Holding platforms accountable for non-compliant products   ✅ For Germany: Fully implementing Germany’s National Circular Economy Strategy, including a “Ready for Repair” label and a digital product passport       These steps protect consumers, support compliant businesses against unfair competition, and make sustainable consumption the norm.  🔗 Study (available in German only): https://lnkd.in/eaT5Xqt5 At TÜV Rheinland Group driving sustainability is one of the main pillars in our corporate strategy: For over 150 years, we have been active where people, technology, and the environment meet—guided by our commitment to quality and safety. Through our testing, inspection, and certification services, we help customers bring innovations to market—reliably, transparently, and with a clear focus on sustainability. 🌱     #tuvrheinland #todayfortomorrowTR #Sustainability #SustainCon2025 #CircularEconomy #FutureOfEconomy #tuvoices 

Consumer trust is one of the differentiator in any business especially e-commerce. Price, offers, and speed matter, but the real connection between consumer and the platform is trust and that is why one would keep going back to them. Flipkart’s decision to complete a self-audit on dark patterns across Flipkart, Myntra, and Cleartrip is an important step in embedding accountability into the very structure of digital commerce. By collaborating with the Ministry of Consumer Affairs, Flipkart has created a reference point for how transparency and responsibility can be built directly into business practices. For millions of Indians, especially first-time online shoppers entering the digital economy during the festive season, this move provides confidence and reassurance. It sets expectations for a shopping experience where clarity and respect guide every interaction. For the wider industry, this is a moment to acknowledge that fairness is not only a value it is also the strongest foundation for loyalty, resilience, and growth in the years ahead. https://lnkd.in/dmCgVAmY

Are clients in developing countries solely focused on price🤔 The answer is more complex than a simple yes or no. While cost plays a significant role, clients everywhere are increasingly discerning and value-driven. Understanding your audience's perspective is crucial for building trust and attracting clients globally. 1. Time and Money: A Two-Sided Coin 🪙 👉Developing Countries: Time is often seen as a valuable commodity to be traded for income, leading to a focus on cost-effectiveness. 👉 Developed Countries: With greater financial security, individuals prioritize leisure and convenience, leading them to invest in services that save time. 2. Beyond Price: Quality and Trust Matter 🤝 👉 Developing Countries: While cost plays a significant role, clients value quality and trust. Recommendations and word-of-mouth are crucial for identifying reliable service providers. 👉 Developed Countries: Consumers are more informed and discerning, seeking services that align with their values and expectations. Quality certifications, ethical practices, and social impact can influence their decision-making. 3. The Price-Value Dilemma 💸 👉 Developing Countries: Clients might initially seek the lowest price but are not blind to value. Service providers demonstrating clear value and quality can earn their trust and premium prices. 👉 Developed Countries: Consumers increasingly prioritize ethical sourcing, sustainable practices, and fair labor standards, even if it means paying more for services that align with their values. Moving Beyond Stereotypes 🚗 Instead of relying on stereotypes, focus on understanding each client's specific needs and values. You can build trust and attract clients from diverse backgrounds by demonstrating clear value, quality, and ethical practices. Here are some tips 👇 1️⃣ Conduct market research. 2️⃣ Craft targeted messaging. 3️⃣ Highlight your value proposition. 4️⃣ Showcase the quality of your work. 5️⃣ Demonstrate your commitment to ethical practices. 6️⃣ Build relationships and trust. By understanding the global value equation and connecting with clients deeper, you can build lasting relationships and succeed in any market. #ContentMarketing #GlobalMarketing #SmallBusiness #ValueBasedSelling #BuildingRelationships #CulturalAwareness