Jessi Baker, Founder of Provenance, shows why 72% of UK millennials are willing to pay more money for products from companies committed to positive social and environmental impact. Is it time your business considered the changing buying behaviours of your consumers?
Consumer trust is a prerequisite for successful business. We talk to the founder of transparency company Provenance about the technology that could drive change faster than ever.
There is a growing movement towards more responsible, ethical shopping. Where customers can see exactly where their products are sourced and who by, not just from the point of origin but through the whole supply chain. This is not just about knowing whether a coffee is fair trade, or if a tin of tuna is dolphin-friendly. This is something more.
A 2015 study showed that as many as 72 percent of UK millennials are willing to pay more money for products from companies committed to positive social and environmental impact. Yet for consumers to be able to shop with confidence, finding the right information is still not that easy.
So, when Jessi Baker, founder and Chief Executive of transparency company Provenance started up in 2014 she did so in part out of fru
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