信賴·透明度 - 消費者趨勢分析(2023年)

與消費者建立更準確、更誠實的關係對於品牌忠誠度至關重要。許多消費者對相互矛盾的訊息表示懷疑和困惑。現代消費者期望品牌提供各種資訊。

信任和透明度是舒適和不確定性大趨勢的一部分。在當今監管加強、事實另類、令人困惑的健康資訊和綠色清洗的世界中，理解和利用信任和透明度趨勢對於避免消費者的強烈反對至關重要。

本報告審視和分析了消費者對信任和透明度的趨勢，並為未來的決策和產品開發提供了策略提示。

目錄

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

• 趨勢摘要
• 什麼
• 為什麼
• 如何
• 接下來會發生什麼事？

第2章 附錄

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