Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 389,196 cutting edge ideas.

Coming Clean: The Power of Transparency in Business

Courtney Scharf
May 16th, 2013
Transparency in business has become an increasingly valued aspect of a company's image, and consumers respond to brands that they perceive to be more honest about their goals and products.

Blunt advertising is a great way to develop this kind of image. McDonald's Canada, a brand with a somewhat infamous public perception, tackled this way of thinking with its Questions Campaign. Encouraging customers to submit any question about the restaurant that they pleased, McDonald's opened up the airways and created a more responsive relationship with customers. Publicizing the questions and even using the text as eye-grabbing advertisements, this blunt and brave approach played out well for the company, and served to show off a new side of the established brand.

The power of campaigns like this is that it creates a more personal connection between brand and consumer, developing trust that may not have existed beforehand. In some ways, a more honest brand comes across as more humanized, which can be a powerful thing when it comes to maintaining customer loyalty.

A transparent image may seem risky, but it's a great way to make your company stand apart. Like the McDonalds Canada campaign, these sort of efforts rarely go unnoticed, and if established from the start, can become a defining feature of a brand. xoJane, an online magazine, is a wildly successful site that owes much of its success to the honest nature of its founder, Jane Pratt. Pratt has spoken many times about the way in which the company's approach to relating to its audience in such a straightforward way is responsible for the strong fan base she's been able to develop. Though this is a media-specific company, the approach can be applied to a myriad of industries.

For more information on how leading brands are keeping ahead of the curve by integrating innovative solutions, be sure to take a look at Trend Hunter's Branding Trend Report.