Transparency in sourcing and manufacturing has become table stakes in the minds of over two-thirds of 18 to 35-year-olds. Where something is made, under what kinds of working conditions, and environmental sustainability across the entire distribution chain are now all a part of the decision-making process.

A good product is no longer enough to win a consumer's favor. Shoppers want more than just quality, often looking for products and brands that align with their personal values.