We are seeing an unprecedented trend amongst consumers toward goods and services they can enjoy with a clear conscience. It’s happening across all categories, even in fast food. Consumers have been expressing more preferences for quality, wholesome ingredients, ethical farm practices and 

Back in October 2013 I published an article about the potential for brands to showcase product origins as digital stories. This is becoming more and more important as consumers are demanding increased transparency from brands about their product supply chains. Brands who show consumers where their product was sourced and how it is made will earn their trust. Brands who tell these same stories digitally to consumers in engaging ways to enhance the experience of the product will also earn their loyalty. 

I recently came across an Aussie brand called five:am yoghurt. An ad for them turned up in my Facebook Newsfeed and I was curious as