That’s the view of the industry blog at US trade publication Modern Jeweller.

As they say:

“A customer who buys the jewelry can visit www.loveearthinfo.com to see where their particular piece of jewelry was mined and learn about the suppliers’ environmental programs…”

The simple fact is: Everywhere that trust is in decline, transparency will emerge to fill the gaps.

And once transparency takes hold, participation, engagement and accountability will not be far behind.

Walmart may only be taking baby steps at present, but it will make a formidable toddler once it really starts to open up its supply chains. As Patagonia has found through its footprint chronicles transparency is just the beginning, ’social communications’ is what really makes sense of transparency…

It takes more commitment than you might think to become an ‘Examined Brand’.