This type of marketing makes a clear reference to its approach, which implies honesty, ethics and being consistent between what is said and what is done. Já as cheap brands of mysteries and secrets do not please the general public who, despite living exposed to fake news and related content, you want to receive large doses of truth that approach companies in a much deeper way than the simple provision of a service or the delivery of a product.

A marketing strategy that opts for transparency requires, basically, the delivery of truthful information, regardless of whether it is true or not. Being detailed, clear and honest generates credibility which, in turn, makes a more natural and less forced proximity possible. Thus, deceiving the consumer is not the path in an era full of information and misinformation, an era in which all stakeholders demand and need transparency, which is finally revolutionizing the relationship between companies and their public.

Nowadays, and perhaps more than ever, talking about transparency is something we have seen, because it is a topic that, without doubt, demonstrates good practices and is something that can benefit the entire company. Second recent studies of the Aflac company and an article published on the portal WordStream, 92% of millennials prefer to buy products from ethical companies. On the other hand, if a brand operates with irresponsible or unethical practices, 90% would be willing to consume from another company or even boycott it.

A good product or service is not enough reason to get a place in the hearts of two clients, since every day they try to know more about their favorite brands, looking not only to follow them, but also to interact with them and feel listened to. That's what or transparent marketing It enables companies to connect with the most human part of people, the part that learns to trust.

Be transparent or disappear

Consumers want to know not what brands they credit, what their collaborations are additional to the consumer, to their collaborators, to the community and to the environment. Therefore, Brands are aimed at people, they say, not only on their consumer side, but on the human aspect., to connect with our values ​​and concerns in a real and lasting way.

Approaching the consumer requires overturning paradigms and overcoming value judgments. For this reason, McDonald's has applied a strategy in favor of transparency for some years. The name of “Portas Abertas” and received more than 370 thousand clients in their kitchens so that they can know the different standards of food handling and safety, the quality of two products and the origin of two ingredients in the first place.

Clarity when it comes to creating marketing and communications is one of the qualities most necessary to approach the event, even more so in the face of a public that has many other resources when it comes to searching for the truth, as well as being outraged and queixed. -know when you feel deceived or disappointed. Honesty when raising and sharing content is much more important than aesthetics.At the same time, having clear service terms is essential and requires simplicity to present them.

Being clear about ideology and business responsibility makes this type of marketing an option when it comes to showing brands that are closer to people., more interested hair other. Likewise, it allows us to address the tendency of users to demand a lot in issues such as clarity in information and company objectives, as well as transparency in aspects such as the treatment of personal data.