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What makes an honest product?

A new report published this week by The Consumer Goods Forum and Futerra highlights the essential difference between trust and transparency with regard to product social and environmental impacts. It makes the important point that people are in general much more concerned about the impacts of the product they buy than the company that supplies it, and draws a clear distinction between transparency, which is important to investors, and trust, which is important to consumers. This is particularly important for brands to understand given that they are no longer in control of the narrative – although they can choose how much to reveal, there are plenty of pressure groups, activists and NGOs who

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