I think one of the largest, and least talked about components of Web 2.0 is transparency. It’s not difficult to see even with a glance. What does all this mean?
The Educated Consumer
It means that hidden truths about companies are revealed and that creates a more educated consumer. It means we can get the cheapest airfare; read scores of reviews about a destination before getting there; kn
ow how good a product is before we buy it and find the retailer with the cheapest price.
Ethics and Better Decisions
Transparency also means unlawful and unethical corporate practices are more easily uncovered through sites like ExxposeExxon.com, or Wal-Mart Watch. And, consumers are not the only exposers — it’s the employees.
The Internet has been the main factor in this consumer transparency. Sit for a moment at your desktop and you can make better decisions than you would have just a few years ago. Blogs lead the way in keeping us “in the know” about events, new products, breaking news, and trends. Open Google Earth and you can see the world without moving an inch. Sites like Zillow allow you to see estimated home prices and details about the houses around you or anywhere in the US.
Reinier Evers, founder of Trendwatching.com, tells Thought Press that this new consumer knowledge and transparency has created new global standards of quality. “These conversations and suggestions are goldmines for innovation… But that’s step two for most companies, first they need to learn how to listen and solve problems.”
This ability to have almost any information at your fingertips is what makes Web 2.0 an ever growing asset to our lives. Technology like Skype and audio recording (not to mention social networks) has given consumers more of a voice to reveal unfair business practices. While Evers says he wouldn’t rule out the effect seniors can have, this new transparency primarily surrounds younger consumers. “You will find ‘younger’ audiences to take to this trend even more strongly than older generations, simply because they’re now growing up with the opportunity to talk back,” says Evers.
That talking back has created a strong and powerful voice for the new smarter consumer.
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