科尔尼：2023Q2美国品牌透明度报告（英文版）（16页）.pdf

1、Kearney Consumer InstituteQ2 2023Blank spaceThe transparency disconnect2With growing optionality,consumers determine trade-offs they want to make across categoriesand the product qualities that take center stage.Brand transparency is a potential differentiator to consumers,butposes complications.23

2、3 3Broad transparency is sometimes disconnected from information consumers want.This nuance can benefit both consumers and brands.Transparency is assumed to be inherently beneficial to consumers.Source:Kearney Consumer Institute Transparency Study,May 20233of consumers want transparency from brands.

3、9%48%of consumers want more transparency than they currently get.14Source:Kearney analysisDetails about the product or value chain Ingredients How it is made Supply chain detailsFunctionalDetails about brand values Sustainability Brand purpose DEIValues-basedPublic communication or messaging Reactio

4、n or follow-up to a misstep/mistake Commitment to goalsInformationalBroader details to give consumers more information May not always be in control of the brand itself OperationalTransparency can be multi-dimensional.When will my package arrive?Where is my plane coming from?5Brand transparency makes

5、 consumers feel:InformedConfidentEmpoweredIndifferentOverwhelmedAnnoyedConfused77%40%23%10%9%5%5%5 5Source:Kearney Consumer Institute Transparency Study,May 2023Consumers want to feel confident in the choices they are making.When a brand is transparent,it tells me that they believe in their brand an

6、d dont mind being honest to their customers.They are not trying to lie to consumers.It makes me feel better about what I buy and whats going on in the company with my hard-earned dollars.It means that they shouldnt be hiding information or just using flashy words.I want to know where and how product