2.5 Building Trust Through Transparency

Transparency means first of all showing the direct and indirect impact of your actions on both society and the environment.

In a world where customers are becoming more conscious about what they are purchasing and increasingly critical of the way businesses and organisations are operating, adopting transparency becomes a must to increase both customers' and stakeholders' trust.

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In a world where customers are becoming more conscious about what they are purchasing and increasingly critical of the way businesses and organisations are operating, adopting transparency becomes a must to increase both customers' and stakeholders' trust.

Addressing impact

Transparency means first of all showing the direct and indirect impact of your actions on both society and the environment. Addressing this impact is not only useful to build trust among customers, but is a healthy exercise for your business to get a deeper understanding of the impacts of daily operations. Here are two relevant examples of businesses addressing impacts in a transparent way.


Soneva Resorts ↗️

Soneva releases annual reports and has created an in-house reporting tool, the "Soneva Total Impact Assessment", measuring direct and indirect impacts of the resort chain on the local community and the entire supply chain.

Upright ↗️

Upright helps companies quantifies their net impact, which is the sum of a company’s positive and negative impacts on the environment, health, society and knowledge.

Showing positive contribution

Alongside being transparent in addressing negative impacts, showing customers and stakeholders the positive contributions of your activities is equally important. Here's a couple of examples of businesses that excel in bringing positive impacts on communities and the environment.

EcoCamp Patagonia ↗️

EcoCamp Patagonia is showing its efforts to invest in sustainability, showcasing its social commitment, involvement in cultural preservation programmes and eco-friendly practices within the resort.

Fogo Island Inn - Economic Nutrinion Mark ↗️


The Fogo Island Inn developed a label providing visitors with transparent information on how the Inn's activities contribute to the economic and social development of the local community.

Addressing safety issues with transparency

During the COVID-19 pandemic, safety has become the number one priority on the agenda of tourism businesses, which are confronted with the difficult task of implementing safety measures and providing transparent information to guests. In situations of emergency, clear communication is a must: it is important not to minimise, but to instead address issues openly and give precise information to guests.

CitizenM - Safety Concept Campaign

CitizenM has developed a whole campaign around safety, through captivating videos showcasing the "pandemic-proof" safety concept developed by the hotel chain.

ANA Care Promise ↗️

The airline ANA has developed transparent safety guidelines through the "ANA Care Promise", addressing safety measures from before departure, to the check-in and on-board measures.

Transparent pricing and revenue

Being transparent also implies addressing openly how pricing models and revenue systems work: this is beneficial not only for customers but also for employees and external stakeholders. Applying transparent pricing models is not only a moral duty but can become a great tool to build trust among customers.


Google Hotel Searches - No hidden fees ↗️

Google Hotel Searches has enhanced transparency by showing the total cost of each hotel stay, which comprises the total price for the entire stay with taxes and fees, enabling users to make realistic comparisons of offers and build trust towards the platform.

Buffer - 100% Transparent Pricing ↗️

The software company Buffer has an entire section of the website showing how revenue is distributed within the company, across salaries, culture, tools, fees and profit.

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In a world where customers are becoming more conscious about what they are purchasing and increasingly critical of the way businesses and organisations are operating, adopting transparency becomes a must to increase both customers' and stakeholders' trust.

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