Buy Better: Empowering Customers to Know the Impact of a Brand (feat. Sandra Capponi - Founder, Good on You)
Future Commerce · with Sandra Capponi · February 20, 2020 · 45 min
Summary
Good On You empowers consumers to make ethical purchasing decisions by providing transparent brand ratings for fashion brands. Their platform aggregates publicly available data to assess environmental, labor, and animal welfare impacts, helping conscious consumers align their spending with their values and driving change towards more sustainable practices in the industry. This episode is a must-listen for brands looking to understand the growing importance of ethical production and transparency.
Key takeaways
Brands should proactively monitor and disclose their supply chain practices, as consumers increasingly demand transparency regarding environmental and social impact.
Focus on clearly communicating your brand's ethical and sustainable initiatives, as third-party platforms like Good On You are making this information readily accessible to consumers.
Recognize that even small changes towards sustainability can have a significant collective impact, both for large corporations and individual consumers, and communicate these efforts effectively.
Collaborate with leading experts and organizations in sustainability to ensure your brand's ethical practices are aligned with industry best practices and evolving standards.
Understand that consumers are looking for more than just price and product – they're seeking to align their purchases with their values, creating a strong market for ethically produced goods.
How much of a brand’s marketing can you trust? Are brands acting responsibly, and who is holding them accountable? Sandra Capponi founded Good on You to answer just these questions, empowering consumers to make informed purchase decisions.
Brands should proactively monitor and disclose their supply chain practices, as consumers increasingly demand transparency regarding environmental and social impact.
What does this episode say about dtc strategy?
Focus on clearly communicating your brand's ethical and sustainable initiatives, as third-party platforms like Good On You are making this information readily accessible to consumers.
What does this episode say about supply chain & operations?
Recognize that even small changes towards sustainability can have a significant collective impact, both for large corporations and individual consumers, and communicate these efforts effectively.
What does this episode say about customer retention?
Collaborate with leading experts and organizations in sustainability to ensure your brand's ethical practices are aligned with industry best practices and evolving standards.
What does this episode say about brand & content?
Understand that consumers are looking for more than just price and product – they're seeking to align their purchases with their values, creating a strong market for ethically produced goods.
