A host of transparency tools are available to consumers wanting to assess the transparency of brands, yet to date their direct impact on consumer behavior appears to have been nominal at best.
Steve New, associate professor at the Saïd Business School and an expert on supply chain management, says this is in part because consumers don’t make much of an effort to understand the supply chain, though when they do “they are generally well-meaning and horrified to discover the environmental degradation and forced labour that exist in the making of their favourite products,” he says.
How are consumers using transparency tools?
Although still a relatively small proportion of shoppers, use of these tools could be on the rise. Rank a Brand, which grades brands based on labour conditions as well as environmental and climate protection, has seen visitors increase from 102,500 in 2012 to 584,600 so far this year.
Source: The Guardian