[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2015\/10\/30\/consumer-transparency-brand-engagement\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2015\/10\/30\/consumer-transparency-brand-engagement\/","headline":"Why consumer transparency and brand engagement go hand-in-hand","name":"Why consumer transparency and brand engagement go hand-in-hand","description":"Latin American consumers can teach us a lot about how to fight for transparency","datePublished":"2015-10-30","dateModified":"2019-09-23","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/jamie-anderson\/#Person","name":"Jamie Anderson","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jamie-anderson\/","identifier":119,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/249ae804963762332acd20e644bfe865782bee3d64ee223d5dd6a28e548b47b5?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/249ae804963762332acd20e644bfe865782bee3d64ee223d5dd6a28e548b47b5?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/10\/consumer-transparency-and-brand-engagement.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/10\/consumer-transparency-and-brand-engagement.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2015\/10\/30\/consumer-transparency-brand-engagement\/","video":[null,{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=69FGSCfQsSs#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=69FGSCfQsSs","name":"Grumpy Old Men Series 2 - Part 1 of 4","description":"****************DISCLAIMER******************\nI don't hold any copyrights of the clips and songs that I use in my videos. They all belongs to their respective artists, record labels and owners.\n No Copyright Infringement is intended.","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/69FGSCfQsSs\/default.jpg","https:\/\/i.ytimg.com\/vi\/69FGSCfQsSs\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/69FGSCfQsSs\/hqdefault.jpg"],"uploadDate":"2012-04-13T08:56:23+00:00","duration":"PT29M15S","embedUrl":"https:\/\/www.youtube.com\/embed\/69FGSCfQsSs","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCNonFv3n9PA36RnfKVQs3Gw#Organization","url":"https:\/\/www.youtube.com\/channel\/UCNonFv3n9PA36RnfKVQs3Gw","name":"Siri","description":"","logo":{"url":"https:\/\/yt3.ggpht.com\/ytc\/AIdro_k9HDlHjQSpTPaGUTRHVaCY352BqLZ4j27cjMEjgVs=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=69FGSCfQsSs#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=69FGSCfQsSs#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=69FGSCfQsSs&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=69FGSCfQsSs#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":195875}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=69FGSCfQsSs#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":762}]}],"about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/purpose\/","name":"Purpose","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Purpose"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/purpose\/purpose-general\/","name":"Purpose","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Purpose"]}],"wordCount":601,"keywords":["Brand Loyalty","Commerce","Customer Engagement"],"articleBody":"When it comes to consumer transparency and brand engagement, Latin American residents can teach us a lot about how to fight for these things.When I\u2019m king of the world, I plan on making a few changes. Yes, there will be free Irn Bru for all, and I\u2019ll have the Sultans of Swing swapped for the English national anthem, but beyond that, the one big change will be to let people make up their own minds.I think I\u2019ll call it the Don\u2019t Be So Blooming Stupid law, so when people try to bring $65 million lawsuits against their local dry cleaner because he lost their trousers (true story), or sue the fast-food industry for making them eat fatty food (again, true story), the judge will be able to say, \u201cDon\u2019t be so blooming stupid,\u201d and just chuck it out of court before anyone\u2019s time is wasted.It will cut both ways, of course. If companies or people are being deliberately misleading or making promises they can\u2019t honor, then I\u2019ll listen. It came to me when I was in the supermarket recently and suddenly realized I was surrounded by the fruits of ludicrous legislation. Here was a jar of peanut butter with a sign on the back that said: Warning, may contain traces of nuts. There, some tins of tuna boast that they are \u201cdolphin friendly,” but the skipjack tuna doesn\u2019t share the same waters as dolphins. It\u2019s entirely meaningless, a victory for obfuscation.Why consumer transparency and brand engagement are important to each otherSo who benefits? Well I\u2019m fairly sure that most of these labeling laws were set up to benefit the consumer, but they are confusing and too often exploited. And the thing is, like any relationship, if a brand treats you like an idiot and leaves you feeling exploited, what does that do to your loyalty?In an ideal world, the Don\u2019t Be So Blooming Stupid law will also have an elite task-force set up to check out the veracity of brand\u2019s stories as well as the promises they make. Latin American consumers already have the bit between their teeth on this front and \u2013 having survived years of corruption, cynical about being lied to by those in authority \u2013 are quick to call out companies that over-embellish things.According to Trendwatching\u2019s \u201cTransparency Triumph\u201d bulletin, some of these busts include Brazil-based ice cream brand Diletto, for entirely fabricating the story of \u2018Vittorio Scabin\u2019. the Italian grandfather of its founder; and processed food brand Seara for featuring an Italian \u2018lasagne expert chef\u2019 in its commercials \u2013 who doesn\u2019t in fact serve lasagna in his restaurant. Brazilian consumers also renamed Black Friday \u201cBlack Fraud\u201d, making over 2,000 complaints about companies raising prices in order to knock them back down on the day.And it seems from this report that brands, big and small, are beginning to take note: Coca-Cola and Hellman\u2019s both offer tours of their farms and factories, furniture maker Apartamento61 shows its mark-up and profit on every sales ticket. This is only the tip of the iceberg. It\u2019s a movement that is spreading to politics as well. Dilo Aqui, a new Venezualan app, has been created to help citizens anonymously report bribery and corruption.It seems that in Europe and the States we\u2019ve got some catching up to do. Until then, I\u2019ll have to harrumph away to myself \u2013 like all the best grumpy old men \u2013 and hope that slowly, incrementally, consumers realise that with great choice comes more power than you might think."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2015","item":"https:\/\/www.the-future-of-commerce.com\/2015\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"10","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/10\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"30","item":"https:\/\/www.the-future-of-commerce.com\/2015\/\/10\/\/30\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Why consumer transparency and brand engagement go hand-in-hand","item":"https:\/\/www.the-future-of-commerce.com\/2015\/10\/30\/consumer-transparency-brand-engagement\/#breadcrumbitem"}]}]