This installment of our Pillars of Leadership series explores Informed Consumers.
Sharing ingredient information with consumers is key to business leadership on chemicals. It can build consumer confidence, trust, loyalty – and market advantage. Numerous surveys (see here and here) and advocacy campaigns (see here) reveal that people want more ingredient information than is typically available today. The key to success in cultivating an Informed Consumer is providing product ingredient information that is comprehensive, accessible, and importantly, meaningful.
Consumers want to:
- Have easy access to consistent, reliable information
- Feel empowered when making purchasing decisions for themselves and their families
- Understand what they’re bringing into their homes
- Avoid adverse health and environmental impacts
- Trust that brands and retailers respect their interest in knowing product composition
How does a company cultivate an Informed Consumer? For starters, by sharing ingredient information on product packaging and online for products it makes or sells, with content that extends well beyond regulatory requirements. While packaging physically limits the amount of information that can be shared with consumers, online ingredient disclosure allows greater flexibility in terms of the extent and type of ingredient information, as well as how that information is accessed and presented. Read more