信頼・透明性 - Consumer TrendSights Analysis（2023年）

消費者とより正確で誠実な関係を築くことは、ブランドロイヤルティにとって極めて重要です。多くの消費者は、相反する情報に懐疑的で混乱しています。現代の消費者は、ブランドがさまざまな情報を提供することを期待しています。

信頼・透明性は、快適さ・不確実性のメガトレンドの一部です。規制強化、オルタナティブファクト、健康についての混乱を招くメッセージング、グリーンウォッシングが蔓延する現代社会において、信頼・透明性の動向を理解し活用することは、消費者の反発を避けるために重要です。

当レポートでは、信頼・透明性の消費者動向について調査分析し、今後の意思決定や製品開発に役立つ戦略的なヒントを提供しています。

目次

第1章 TrendSights Analysis（2023年）：信頼・透明性

• 動向の概要
• 何を
• なぜ
• どのように
• 次に来るもの

第2章 付録

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