Transparency is the new normal. In general, we trust people we know and hold their recommendations in high regard. So we often believe that they will be more transparent. For decades, earning the trust of consumers has been a central goal for marketers. This is more important today.
People are more connected, and thanks to the Internet, ideas spread like wildfire. Almost anyone with an Internet-connected device can talk about your brand. Also, it only takes one unfavorable review to sink the ship. This is a concern for many companies. Social media has shifted power to the customer. Luckily, consumers are telling organizations how to conduct themselves in order to win their favor.
In fact, 86 percent of Americans want businesses to be transparent. That is according to Research by Sprout Social. Also, the same study found that consumers feel companies are obligated to be transparent. (more…)