The Consumer Goods Forum and the change agency Futerra
have joined forces to investigate the cutting edge of transparency.
This guide includes new market research with consumers in
7 countries. We also surveyed over 70 companies worldwide –
members of The Consumer Goods Forum and of our survey partner,
the Chartered Institute of Marketing – and interviewed leaders from
both global and small challenger brands.
In the following pages we delve into what those businesses and
consumers agree is the most important topic of transparency:
the impact of products themselves.
This Honest Product Guide is designed for business leaders, brand
owners, marketers, experts and changemakers seeking to solve
the crisis of trust between companies and the consumers they serve.
(Source: Consumer Goods Forum)