SUSTAINABILITY
THE EROSION OF CONSUMER TRUST
Overhauling data management On the food front , Andrew says ERP systems and blockchain technology are transforming real-time tracking in the supply chain by overhauling how data is managed and leveraged for business decision-making and visibility .
The former , combined with a data fabric capability to centralise data from various stages of the supply chain , allow for streamlined collection and analysis .
This centralised data provides real -time visibility into crucial factors like source of origin , raw material and product attributes , quality at different stages , inventory levels , production processes and distribution channels .
Increased demand for transparency is partly a result of the erosion of consumer trust for sustainability claims .
Blue Yonder ’ s 2024 Consumer Sustainability Survey discovered only 17 % of consumers trust the accuracy of brands ’ sustainability messaging .
Saskia says : “ The EU ’ s ‘ Greenwashing Directive ’ seeks to regain consumer trust by requiring that companies be more transparent and specifically substantiate sustainability claims .”
Andrew argues that transparency , traceability and consumer trust are all closely intertwined , adding that robust systems are a key factor in building and maintaining consumer confidence .
He says : “ By providing detailed information about sourcing , handling and production processes all the way to the consumer , businesses can demonstrate their commitment to transparency , quality and consumer safety . This transparency , in turn , helps build trust , enhance brand reputation , increase customer satisfaction and safety and provide a competitive edge .”