The trend ‘total transparency’ is about how visible organizations, governments, institutions and even individuals act. We leave an era where organizations could grow by ‘doing wrong’. That era is gone, because of the fast growing transparency in today’s societies.
We live in a society where trust in the establishments (organizations, governments, institutions) is very low. Maybe the biggest crises we face today is in trust. We, as a society want and demand transparency. Transparency means: open about the policy of the company, pricing of products, the raw materials used, how they treat their employees, culture, profits, etc. Organizations and especially governments have to communicate honestly about their own organisation. The era in which, via mass media, you could put (untrue) messages in the market is over. The consumer is on an equal level when it comes to information. The era of the marketing lie and control by mass media is over. We see the rise of the voice of the customer and the need for transparency about your business.
Trend definition: Being open, authentic and transparant about the organisation is the new norm