By: Charlotte Dowell, Intern

According to Avi Dan, a contributor for Forbes, transparency is one of the newest trends in marketing to look out for. Consumers love to read and see the “behind the scenes” stories of their favorite brands.  Millennials, especially, love to see this.  If a consumer can see the story behind something or feel that they truly know the product from its infancy they will be more inclined to purchase the product.  Mastering transparency can be a difficult task though.  The key to transparency is remaining authentic and not forced.  A fictional story about someone finding a family recipe in a forgotten part of the attic that turned into a hugely successful baking company will not cut it.  Anything manufactured or edited for mass market appeal will actually push people away. 

Check out this link to find out more about  how to market transparently: