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A Transparency Manual: How To Incorporate Transparency in Marketing Flipbook PDF
A Transparency manual
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A TRANSPARENCY
MANUAL
The manual is developed by See-Through Solution Consultancy on behalf to broaden the knowledge of transparent communication and create useful steps to accomplish it.
THE FUNDAMENTAL PRINCIPLES To perform transparent communication, it is important to be aware of some key principles to achieve trustworhty and long term value1.
User manual to assists and educate marketers and communication professionals, either within industry or academic field to accomplish transparent communication which can easily be added to marketing strategy or activities.
RELIABILITY [noun] Build your claims on a reliable basis
RELEVANCE [noun] Talk about major improvements, in areas that matter
CLARITY [noun] Make the information useful for the customer
TRANSPARENCY [noun] Satisfy the customer appetite for information, and do not hide it
ACCESSIBILITY [noun] Let the information get to the customer not the other way around
1
RINALDI, Francesca Romana. 2019. Fashion Industry 2030. Milano: EGEA S.p.A
2
THE FIVE STEPS TO TRANSPARENT COMMUNICATION table of content
5/6 RELIABILITY
7/8 RELEVANCE 13/14 ACCESSIBILITY
9/10
CLARITY
11/12 TRANSPARENCY
17/18
3
CHECK LIST
4
FIRST PRINCIPLE Make sure the information provided follows and reflect the evidence of the claim2. Showcase the evidence behind the claim. The information provided needs to have a scientific and solid foundation of what has been done 3. If certifications are used, inform the customer what it means to build a substantial authenticity.
1
Be aware of exclusions, limitations and assumptions and build the claim based on the evidence to why it's not included2.
EXAMPLE
"Our products use 100% organic cotton" 1. Showcase the evidence to why organic cotton is environmental and socially beneficial.
RELIABILITY
2. Provide scientific evidence which underpins why organic cotton is less harmful than traditional cotton.
Build your claims on reliable basis
3. If the organic cotton is only used in one specific collection, communicate and explain why other products are not using the same material.
1 2
5
OTTMAN. A, Jacquelyn. 2011. The new rules of green marketing. UK: Greenleaf Publishing
Oneplanetnetwork.org. 2017. Guidelines for providing product sustainability information. Available at: www.oneplanetnetwork.org/
3
RINALDI, Francesca Romana Rinaldi and TESTA, Salvo. 2015. The responsible fashion company. UK: Greenleaf Publishing
4
RINALDI, Francesca Romana. 2019. Fashion Industry 2030. Milano: EGEA S.p.A
6
SECOND PRINCIPLE Explain to what extent the value of responsibility is of benefit for the customer and why 4. Sustainability should be the premises of high quality.
2
Make sure the subject of the claim reflects the fundamental aspect of the product 2, such as function, material and performance 3.
EXAMPLE
"Dress for a sustainable future" 1. Explain to the customer to what extent the value of investing in a 'sustainable future' means, and why it is of higher quality.
RELEVANCE
Talk about major improvements in areas that matters
2. Make sure the claim focuses on the function, material and performance of the product, and keep the claim relevant to the product, rather than external features.
1 2
7
OTTMAN. A, Jacquelyn. 2011. The new rules of green marketing. UK: Greenleaf Publishing
Oneplanetnetwork.org. 2017. Guidelines for providing product sustainability information. Available at: www.oneplanetnetwork.org/
3
RINALDI, Francesca Romana Rinaldi and TESTA, Salvo. 2015. The responsible fashion company. UK: Greenleaf Publishing
4
RINALDI, Francesca Romana. 2019. Fashion Industry 2030. Milano: EGEA S.p.A
8
THIRD PRINCIPLE Avoid vague, ambiguous and general social and environmental beneficial claims 2. Communicate information which can help customers understand their impact on improving social and environmental issues3 and the impact on their consumption2.
3
Translate numbers and complex data into simplistic examples everyone can understand4.
EXAMPLE "Our value chain will be carbon neutral by 2030" "We will only be using sustainable sourced material by 2040" 1. To avoid vague claims, make sure to explain what the value chain is, as well as, what carbon-neutral means
CLARITY
2. Communicate how customers can contribute to help the societies and the environment by choosing sustainably sourced material, and how it impacts the consumption
Make the information useful for the customer
3. Make sure the claim is translated into simplistic examples and can be understood by everyone
1 2
9
OTTMAN. A, Jacquelyn. 2011. The new rules of green marketing. UK: Greenleaf Publishing
Oneplanetnetwork.org. 2017. Guidelines for providing product sustainability information. Available at: www.oneplanetnetwork.org/
3
RINALDI, Francesca Romana Rinaldi and TESTA, Salvo. 2015. The responsible fashion company. UK: Greenleaf Publishing
4
RINALDI, Francesca Romana. 2019. Fashion Industry 2030. Milano: EGEA S.p.A
10
FOURTH PRINCIPLE Provide information customers seeks to evaluate1. Showcase the details of the product, and the corporate practice by actively communicate the progress2. The information provided must involve how, and whom developed the claim and which evidence is behind the claim or information2.
4
The information provided needs to be easily traced and disclose as much information as possible, besides confidentiality2.
EXAMPLE
"Our workes receive fair payments "
TRANSPARENCY
1. Showcase which workers gets paid, and who is excluded. Make the information available for evaluation
Satisfy the customers appetite for information, and do not hide it
2. Include how, whom and the evidence behind the claim. 3. Make sure the claim has correct and honest information and can easily be traced by customers and other stakeholders.
1 2
11
OTTMAN. A, Jacquelyn. 2011. The new rules of green marketing. UK: Greenleaf Publishing
Oneplanetnetwork.org. 2017. Guidelines for providing product sustainability information. Available at: www.oneplanetnetwork.org/
3
RINALDI, Francesca Romana Rinaldi and TESTA, Salvo. 2015. The responsible fashion company. UK: Greenleaf Publishing
4
RINALDI, Francesca Romana. 2019. Fashion Industry 2030. Milano: EGEA S.p.A
12
FIFTH PRINCIPLE Make sure the information provided is comprehensive and widespread 3 by making it visible for the customers2, for instance, on the product, website, social media etc. Provide the information whenever, and however, the customer and other stakeholders choose 3. It needs to be available at all time.
5
Avoid barries, and use several communication platforms and methods, so that different information reaches different customers.2.
EXAMPLE
"On product label: 100% organic cotton" 1. Extend the information on the product label and provide visible information
ACCESSIBILITY
2. Make sure the customer can find the information again, even if the product label has been thrown away after purchase
Let the information get to the customer, not the other way around
3. Do not only use product labels or company website to communicate the material of the product, explain it on other channels
1 2
13
OTTMAN. A, Jacquelyn. 2011. The new rules of green marketing. UK: Greenleaf Publishing
Oneplanetnetwork.org. 2017. Guidelines for providing product sustainability information. Available at: www.oneplanetnetwork.org/
3
RINALDI, Francesca Romana Rinaldi and TESTA, Salvo. 2015. The responsible fashion company. UK: Greenleaf Publishing
4
RINALDI, Francesca Romana. 2019. Fashion Industry 2030. Milano: EGEA S.p.A
14
A TRANSPARENT DICTIONARY
15
B
C
O
R
BIODEGRADBLE
CARBON NEUTRAL
ORGANIC
RENEWABLE
[adjective] /,bai.eu.di.'grei.de.bel/
[adjective] /,ka:.ben'nju:.træl/
[adjective] /c:'gæn.ik/
[adjective] /ri'nju:.e.bel/
Able to decay naturally and in a way that is not harmful
No net release of carbon dioxide into the atmosphere, espacially as a result of carbon offsetting
Not using artifical chemicals in the growing of plants and animals
Relating to forms of energy that are produced using the sun, water or corps, rather than those using fuels
E
E
R
R
ECO FRIENDLY
ENVIRONMENTAL FRIENDLY
RECYCABLE
RECYCLED
[adjective] /in.vai.,ment.tel.i frend.li/
[adjective] /in.vai.,ment.tel.i frend.li/
[noun] /ri:'saiklebl/
[adjective] /ri:'saiklebl/
Designed to have little or no damaging effect on the enviornment
Design or operating in a way that does not harm the enviornment
A substance or a object that can be recycled
Been used before and then put through a process so that it can form a new product
G
N
S
T
GREEN
NON-POLLUTING
SUSTAINABILITY
TRANSPARENCY
[adjective] /gri:n/
[adjective] /pol.lut.ed/
[noun]
Relating to the protection of the enviornment
Not releasing pollutants, especially carbon dioxide, into the atmosphere
[noun] /træn'spær.en si/
/se.stein.ne bil.e.ti/
The quality of causing little or no damage to the enviornment and therefore able to continue for a long time
The charateristic of being easy to see through
16
date
year
name
A TRANSPARENCY CHECK LIST reliability Remembered to ensure the claims made are on a reliable basis including factual evidence
relevance Remembered to inform about improvements in areas which matters and what value it is to customers
transparency Remembered to provide all information available and do not hide it, to satisfy the appetite of the customer
"Our vision is to make transparent communication the easy alternative" At See Through, our vision is to make transparent communication the easy alternative. To accomplish our vision, we are on a mission to educate, guide and find solutions for fashion companies to accomplish transparent communication, which creates fair and ethical choices for all. We believe that
clarity Remembered to have a clear and simplistic message to avoid vague vocabulary to ensure it is useful for the customer
transparency is about seeing it through, and together we can make transparency an attractive and desirable marketing tool.
CONTACT US:
accessibility Remembered to specify and make it clear where the customer can find the information, and use different communication platforms
Email: [email protected] Phone: 785-345-6387 Social: @seethroughsolution
"Transparency is about seeing it through"