An urgent new focus for the beauty industry is transparency. Claims to be cruelty-free, clean and 100 per cent natural are rampant in beauty. Offering data to back it up could be a good start. But transparency is harder to demonstrate to the consumer than it might sound. Amid growing scrutiny, beauty brands are turning to blockchain, such as that offered by Provenance.org, a Merian Ventures portfolio company, to help boost consumer confidence
Read MoreProvenance, a Merian Ventures portfolio company, empowers businesses to build brand value with supply chain and impact transparency by helping corporate leaders understand and build plans through its Transparency Programs for Brands.
Learn why transparency matters as a defining brand characteristic and how its having an increased impact on marketing communications as the expectations for sustainability and eco-friendly products continues to rise.
Read MoreJessi Baker, CEO and founder of Provenance, a Merian Ventures portfolio company, spoke at Ethical Consumer Week 2020 on what is supply chin and impact transparency and what makes it valuable. Jessi explores the line between what’s progress and what’s simply marketing. She also shared why transparency without proof is, in itself, meaningless. See the three things brands should be doing, and what we should all be looking out for…
Read More“Napolina wanted to communicate information and reassure shoppers about its canned tomatoes, especially in light of investigations into exploitation of migrant agriculture workers in Italy. It has worked with Provenance, a Merian Ventures portfolio company, to provide QR codes on cans linking to sourcing details and the product’s journey from farming co-operative to grocery store.”
Read MoreExposed this week in the New York Times for transparency ambitions that don’t match up with company reality, Everlane are becoming an example of what happens when you don’t follow a robust roadmap for transparency, but treat it as a stand-alone marketing strategy. Here’s Jessie Baker’s take on what went wrong and tips for brands looking to not make the same mistakes.
Read MoreThe European Innovation Council (EIC) Prize on Blockchains for Social Good has awarded €5 million to six winners selected in a call to identify scalable, deployable and high-impact blockchain solutions for societal challenges. The winning solutions propose blockchain applications for fair trade and circular economy, increasing transparency in production processes and quality information, improving accountability and contributing to financial inclusion and renewable energy.
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