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Did you know that 89% of consumers would prefer that companies are honest about their operations, even when telling the truth reveals negative information?

A recent study by Cohn & Wolfe suggests that authenticity is the number one trait most consumers seek. This includes being transparent about sustainability measures, overall environmental impact and being truthful about all partners and suppliers.

Since consumers have fallen head over heels for honest companies, here are two classic examples of brands that have successfully integrated transparency into their business practices and marketing efforts.

Patagonia created The Footprint Chronicles to expose details about the social and environmental impacts of retail manufacturing. Plus, Chipotle highlights its commitment to sustainable farming via the Cultivate a Better World campaign.