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Many products on the market today are unfortunately made in irresponsible ways that are fuelling economic inequality, climate change and pollution. It is a part of the economy that has been swept under the carpet. However, change has started, and the fair trade movement is on the rise, both as to its own sustainability movement and interlinked with the environmental challenges.
"Transparency Is No Longer An Option; It’s A Must.
"...to satisfy the consumer need for transparency while giving your company a reputation boost, too." Forbes, 2021
Customers want to know or "want to know that they could know"
People increasingly want to know that the products they buy are made in a way that is responsible both to people and the planet.
Not being able to know where and how products are made is getting increasingly more frustrating for customers wanting to know that their possessions are made in ways that respect people and the planet. In addition, it's uncomfortable for the sellers when they can't inform the customers about a product when they ask.
Not every customer will dig deep into how a product is made, but just knowing that the information is there makes the world of difference.
Storytelling creates a personal connection
Some customers will of course want to hear the whole story, and if you tell it to them, the connection they get to the product and the appreciation and admiration they get to you as the seller is worth much more than any marketing advertisement.
It's also likely that they will talk about the product with their friends and family, and the question they all will get asked is "so where did you get it?". Customer referrals are the best marketing strategy you can have. Nothing can compete with the word of mouth of friends and family, the people, the potential buyer trusts more than anyone in the world.
Get all the information to tell the story
We specialise in storytelling and sustainability reporting of our sourcing, and we monitor the producers we work with to assure fair trade practices.
This way both the sellers and the customers can comfortably know where and how the product was made. A story can be told to the customer the way, you, as the brand seller, know your customer wants to hear it.
By giving customers more options, product backstories and not withholding any information, the producer and customer create a more interpersonal relationship and this means more happy customers.
Forbes(2021);https://www.forbes.com/sites/forbesbusinesscouncil/2021/05/04/transparency-is-no-longer-an-option-its-a-must/
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