The Post-Truth Business by Sean Pillot de Chenecey

Author:Sean Pillot de Chenecey [Sean Pillot de Chenecey]
Language: eng
Format: epub
Publisher: Kogan Page
Published: 2018-08-22T16:22:28+00:00

One question: who made this product?

I’ve already mentioned the fashion sector from the point of view of dynamic pricing, but the social enterprise Fashion Revolution firmly believe that transparency is a vital move to transform that industry. As they say, ‘Lack of transparency costs lives. It’s impossible for companies to make sure human rights are respected and environmental practices are sound without knowing where products are made and by whom’ (Fashion Revolution, 2018).

Their ‘Fashion Transparency Index’ reviews and ranks 100 of the biggest global fashion brands and retailers according to how much information they disclose about their suppliers, supply-chain policies and practices, and social and environmental impact. As they say, ‘the results aren’t surprising, the average score is 49 out of 250, proving there’s lots of work to be done’ (Fashion Revolution, 2018). A key issue that they focus on is supply-chain transparency, which demonstrates to consumers the full story of products, from point of production to point of sale.

The world of sustainability is, of course, vital here. The company Ecoalf integrates breakthrough technology to create clothing and accessories made entirely from recycled materials with the same quality, design and technical properties as the best non-recycled products. One of their amazing projects is to ‘upcycle the ocean’, where they collect the trash that’s destroying our oceans and turn it into top-quality yarn to produce fabrics and products. In order to ensure 100 per cent transparency, their team manages the full process from waste collection to recycling technologies, manufacture, design and retail (Ecoalf, 2018).

A different approach is taken by the Nordic lifestyle brand Arket’s ‘modern-day market’ where sustainability is a primary consideration, which enables consumers to choose not only the style and material of the products they require, but also the country of origin when selecting potential purchases.

So it’s clear that a world where the lack of trust in brands is so unfortunately high is leading to a demand from ‘informed consumers’ for an end to the opaque nature of many brands’ approach to communicating the details of their product manufacturing. These consumers want total transparency, where the full story of product sourcing, ingredient information, the realities of manufacturing and indeed the full supply-chain process are laid bare. The results are positive for them as individuals, good for communities and good for the planet. This connects directly with the self-explanatory ‘betterness’ trend that is so often an element of agency trend forecasts. It’s precisely here that technology is proving to be the ‘means to an answer’ that consumers, brands and retailers desire.

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