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No more secrets

— Global


With ethical production techniques all the rage and consumers demanding to know exactly how and where their best-loved products are manufactured, the time has come for big brands to become a whole lot more transparent.

Brand transparency, Jura Mountains, Restaurant design, Watch factory, rural Japan, suburbs of Geneave

Are you familiar the Proximity Consumption Index or PCI? There’s no reason you should be (it was manufactured on our editorial floor) but in broad terms the index maintains the more intimate your relationship with a given product (items that are worn constantly and close to the skin or things you eat), the more you want to know about its provenance – how it was made, where it was grown and who was involved in getting it to market.

In developed economies, the PCI reveals that increasingly consumers are concerned with the entire life story of the cod…


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