Why data trust should be a priority for purpose-driven business
March marked B Corp Month, an annual campaign which saw thousands of certified brands across the globe join hands to celebrate using business as a force for good. Operating under a theme titled ‘this way forward’, they had the opportunity to show the world “how they’re moving forward, together”, reinforcing the idea that a shiny certification isn’t a final destination, but a stepping stone towards a better, greener future.
Building and maintaining the trust of consumers, communities, and suppliers is a strong ethos of the movement. But how many brands reaching for the notorious B Corp title, or going through the increasingly stringent recertification process, have linked data privacy practices with an enhanced standing on customer-centricity?
In this blog, we explore why purpose-driven businesses should be utilising data trust as a marketing lever to do good, not just by the planet, but by the people that inhabit it.
What’s the current digital landscape?
In today’s digitised world, data trust is becoming increasingly important for online shoppers. An organisation’s ability to safeguard customer information and maintain confidentiality not only ensures compliance, but also upholds its core values and reputation – as indicated by a recent report published by Lexis Nexis. Based on their findings, 47% of individuals in the UK would completely lose trust in a company due to mishandling or misrepresentation of data, while an equal percentage would cut all ties with a business after a data breach. And these numbers are only continuing to rise as younger generations become increasingly tech-savvy, not to mention sustainability-savvy.
The connection between radical transparency and data trust
The fashion industry in particular is grappling with a growing lack of trust, especially following recent data breaches in online fashion companies and other sectors. And shoppers aren’t only growing more cautious about how their personal information is stored, but how they’re shopping, reaching for quality, ethically-made pieces that have less planetary impact. Simply put, if brands can’t prove that they’re ‘all about transparency’, in all senses of the word, it could jeopardise their reputation and future.
One B Corp brand who understands the pivotality of protecting the planet, and people’s data, is the sustainable shopping platform, Wolf & Badger – home to 2000 forward-thinking independent brands from across the world. In the interest of their “committed” relationship and trust with their customers, they’ve pledged to continuously enhance their products while aligning progressive technology and practices with their customers’ privacy concerns.
Better business with the help of InAcademia
Incorporating data privacy into your brand’s marketing strategy contributes to building a more ethical and sustainable business ecosystem. As students become increasingly sustainability-conscious and prioritise purchasing sustainably over big brand names, it’s more crucial than ever to showcase values that resonate with your audience. And that’s where InAcademia can help.
Our platform supports a cost-effective, fast and secure online academic validation service, allowing your customers to shop for their favourite, planet-friendly products, without the need for your organisation to collect and store personally identifiable information, such as student cards. Get in touch to find out more.
Photo by Noah Buscher on Unsplash