Today’s customers are more curious, more connected, and far less willing to take your word for it. In a world of endless options and skeptical scrolling, transparency isn’t just a nice-to-have—it’s a competitive edge.
More than ever, shoppers care about what goes on behind the scenes. As a business owner, embracing transparency isn’t just about ethics—it’s a smart move for long-term trust, loyalty, and growth. Let’s break down how and why it matters.
Transparency Isn’t One-Size-Fits-All
While transparency is important across the board, how it resonates depends on who you’re talking to. Two of the most influential consumer groups—Millennials and Gen Z—have distinct expectations.
Millennials tend to support value-driven, socially conscious brands. A global study on brand purpose found that 90% of millennial respondents would support a brand they see as purposeful—and they hold those brands accountable. For this generation, transparency often shows up as strong stances on sustainability, ethics, or social causes.
Gen Z, meanwhile, wants proof. They value rawness, behind-the-scenes content, and can spot inauthenticity from a mile away. 45% of Gen Z shoppers engage more with brands they perceive as trustworthy, according to Vogue Business. That trust is earned through honesty, vulnerability, and yes—receipts.
Tailoring your approach matters.
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For Millennials: Emphasize values, storytelling, and intentional choices.
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For Gen Z: Show the process. Admit to the messy middle. Celebrate feedback and keep it real.
What Transparency Looks Like in Action
Two brands—Glossier and Patagonia—illustrate how transparency plays out in radically different (but equally effective) ways.
Glossier leans into community-first transparency. The cult-favorite Milky Jelly Cleanser was developed through crowdsourced feedback via the brand’s blog, which invited customers to help shape the product. Campaigns like Real People, Real Skin showcased unretouched models of all skin types, celebrating imperfection and inclusion. That openness is exactly what makes the brand feel real.
Patagonia is a values-first brand. Their entire identity centers on environmental activism and ethical sourcing. Even when their practices fall short, they share that honestly, and consumers trust them more for it. A standout example? The “Don’t Buy This Jacket” campaign, which encouraged conscious consumption over excess purchasing. The campaign was bold, clear, and aligned with their mission.
The takeaway: there’s no one formula for transparency. Whether you lead with community or convictions, the key is to mean it and to show it.
The ROI of Being Real
Being transparent isn’t just trendy—it’s good business.
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73% of consumers are more loyal to brands they view as authentic (Vogue Business).
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According to the Spiegel Research Center, products with 4.0–4.7 stars actually convert better than perfect 5-star reviews because they appear more real.
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44.6% of shoppers are more likely to visit a business that responds to all reviews, not just the good ones.
Transparency builds trust, and trust drives:
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Repeat purchases
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Higher customer lifetime value
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Word-of-mouth marketing
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A stronger sense of brand community
Customers don’t just want to buy, but they want to feel good about buying. The more they understand your values, process, and people, the more connected they feel to what you sell.
How to Deliver Transparency
You don’t need a corporate-sized budget to be transparent. No matter how big or small your business, a few intentional moves go a long way.
Show the process
Let customers in—on how things are made, how you source products, or how you choose what ends up on your shelves. This works especially well with Gen Z audiences who value the unpolished, behind-the-scenes view.
Be consistent
Transparency isn’t one and done. Stick to your tone, your values, and your product standards across every channel—from Instagram Stories to your packaging.
Ask for feedback—and use it
Invite reviews. Respond to questions honestly. Own your mistakes and let your customers see how you improve. Nothing builds trust like responsiveness.
Use support of real people
User-generated content is one of your best trust-building tools. Highlight your community. Share customer stories. Celebrate loyalty in ways that feel authentic.
Your store doesn’t have to be everywhere, perfect, or polished—but it can stand out by being real. Whether it’s a candid post about your sourcing decisions or a behind-the-scenes peek at your latest restock, showing the why behind your brand creates connection.
Realness builds relationships. And that’s what turns customers into community.