Improve Consumer Trust with Sustainable and Ethical Supply Chains
Supply Chains Drive Modern Marketing
Modern marketing is designed to help customers vote with their wallet by clearly aligning a product with their lifestyle values. For example, Millennials doubt corporate impact, but reward “clean” principles. The Deloitte Millennial survey, conducted each year as a bell weather for consumer purchasing drivers, indicates that 38% of millennials have started or deepened business relationships because they believe a company’s products or services are having positive impacts on society and/or the environment. i The good news is that brands now have ample opportunity to meet this demand – from cause marketing campaigns to sustainable packaging innovations. Yet, while these tactics attract immediate visibility, brand leaders gain long-term trust when they embrace a 360-degree values system to promote sustainability. This holistic approach should be part of a new modern era of marketing. Supply chains are at the heart of this system and can bolster consumer trust in an era in which digital natives spend more than 3.5 hours on their phones and expect immediate access to ingredient sourcing data.ii
