Transparency is no longer a ‘nice to have’
— it’s paramount to business success

Avery Dennison’s latest foresight report,
“The New Transparency” outlines solutions
that enable businesses to offer consumers
a higher level of trust than ever before.


Labels and Packaging Materials
Marit Meelis
Marketing Communications Manager

Intelligent Labels
Christian Achenbach
Communications Manager


GLENDALE, CA – September 16, 2020 —
Avery Dennison, the global leader in materials
science and manufacturing, today releases a
trend report on “The New Transparency”. The
outcomes underline the importance of
transparency as a powerful tool capable of
giving businesses unprecedented control over
their supply chains and their environmental
footprint, while offering consumers increased
visibility, safety and education.


The report, commissioned in partnership with forecasting consultancy The Future Laboratory, is the frst of a content series to be released over the upcoming twelve months.

Transparency, a concept already gaining ground before the global pandemic, has been galvanised by the rapid spread of the coronavirus, showing just how quickly change can be implemented if the need arises. Consumers are also increasingly demanding transparency in recent times, with 70% of people feeling that trust in a brand is more important now than in the past.

“The New Transparency” outlines recommendations such as digital identities, tracing and sustainable materials within four category-specifc micro-trends – blockchain and analytical technologies, labeling, packaging, and secondary waste:

•    In the beauty sector - blockchain technology can encrypt epigenetic data to generate consumer-specifc cosmetic
     profles - providing hyper-personalised service. While digital identities can be used to trace raw  ingredients and materials,
     further equipping consumers with details on how their products are made and sourced.

•    In the food and beverage sector, profound issues exist with complexity of how supply chains work. Digital identities
     enable traceability and transparency, empowering brands and consumers to reduce food  waste. Additionally, with
     material innovations such as pH-sensitive dyes, oxygen barrier labels and second skins aim to preserve and monitor food
     freshness while reducing traditional packaging.

•    In retail, e-commerce has experienced a boom during the coronavirus pandemic. Smart packaging and logistics can be
     a new touchpoint for transparency and sustainable practices. Here transparency is as much  about social values as
     environmental ones. By assigning digital identities brands are provided with more visibility into supply chains to assure
     that not only materials are sourced ethically, but that the human labour  is equally fair and representative.

•    In materials, conscious consumers want to know and understand where products came from and what their
     environmental footprint is. They are becoming increasingly aware of a product’s journey - from sourcing  to the overall
     lifespan of a product. Designing materials for longevity or using waste to create by-products, should be taken into
     account. This should be considered for all components of a product to encourage  circularity, recycling and ultimately
     future-proof supply chains.


First and foremost, consumers are demanding this information – they want to understand the environmental footprint and be able to trace the provenance and journey, in detail, of the products they buy. But embedding transparency also serves to unlock more effective decision-making for businesses, increasing their resilience.

                       – Renae Kezar, Global Senior Director, Head of Sustainability at Avery Dennison



About The Future Laboratory

The Future Laboratory is one of the world’s most renowned futures consultancies, offering a unique blend of trend forecasting, consumer insight, foresight, brand strategy and innovation. Founded in 2000, The Future Laboratory has offces in London and Melbourne, and has worked with more than 1,000 businesses in 50 countries. Drawing on a workforce of more than 70 in-house experts, the consultancy assembles unique teams of journalists, writers, visual researchers and innovation analysts to document the new and the next across 14 industry sectors worldwide. Learn more at


About Avery Dennison

Avery Dennison (NYSE: AVY) is a global materials science company specializing in the design and manufacture of a wide variety of labeling and functional materials. The company’s products, which are used in nearly every major industry, include pressure-sensitive materials for labels and graphic applications; tapes and other bonding solutions for industrial, medical, and retail applications; tags, labels and embellishments for apparel; and radio frequency identifcation (RFID) solutions serving retail apparel and other markets. Headquartered in Glendale, California, the company employs more than 30,000 employees in over 50 countries. Reported sales in 2019 were $7.1 billion. Learn more at