Right now, our nation’s trust in government, public institutions and those in leadership positions is at an all time low. Driven by selfish ambition, many businesses are sacrificing the factor that is making its rise on the leaderboard of what drives success.
Consumers want to trust businesses. They want to be able to count on the leadership to do what is right, to have their best interest in mind, and simply put, to not rip them off. Why is this such an outrageous demand? Now, more than ever, people want honesty. They want a real picture of what is going on. They want the truth.
A new study by Label Insight found that 56% of consumers said they would be loyal to a brand if they were completely transparent. Additionally, more than 80% of consumers stated they would be more likely to sample a brands range of products if they were comfortable with its level of transparency.
What does this tell us? Transparency wins.
With vast amounts of information available at consumer’s fingertips, businesses are at much greater risk of losing customers from not providing information than they are from providing it. The way that business are run must change in order to continue to experience development and growth. As companies, we have no choice but to implement transparency into our business framework.
Let us introduce to you “truck”parency. The transportation industry is no different than the rest of our nation – our consumers not only want, but need, transparency to feel that they are able to trust us with their freight. Freight represents more than cargo – it’s dinner on the table, a spouse’s birthday gift, a mortgage payment, it’s their livelihood. As the manager of that freight, we have a responsibility to take care of our customers, to maintain frequent communication and to promote a crystal-clear business model that shows it is their business that we have in mind.
At Vestra, one of our 5 core values is “to serve our customers with integrity in everything that we do”. When working with your freight, we promise to never practice anything other than integrity, honesty and transparency. Or shall we say “truck”parency.