ISO COPLOCO workshop held in Milano 14th May 2014 dealt with building confidence in a Business–to–Consumer relationship, roles and expectations. This is the presentation delivered by Amanda Long, Director General of Consumers International

1. COPOLCO Workshop 2014
Building confidence in a business to consumer
relationship
Wednesday 14th May

2. Amanda Long
Director General
Can business be trusted to provide consumers with
the information they really need?

3. About Consumers International
• Global federation of consumer organisations
• 240 member organisations in 115 countries
• Independent and not-for-profit
• Global research and campaigns through and for our
members

5. Why don’t consumers trust information from
business?
‘A for performance?
Is it sustainable?
Holiday dream or nightmare?

8. “Consumers need a simple and easy
answer when deciding which
product to purchase on the basis of
the attributes behind the claim and
its credibility.”
Ethical Trade Factfinding Process 2010

9. “Dove is committed to helping women
realise their personal potential for
beauty by engaging them with
products that deliver real care.”

10. Unfair commercial practices hinder
consumer confidence
Test-Achats wins Apple
warranty case
02 Apr 2014
..only 35% of
Europeans are
confident buying
online from sellers
in other EU
countries.
Consumers may be
misled by false or
inaccurate reviews

11. Can standards help suppliers
communicate effectively
• Business must take responsibility to engage and adopt
existing consumer facing standards and guides and
avoid cherry picking
• Space for a best practice standard on communicating
information to consumers, linking these standards
Consumers confidence in a brand is driven by trust.
To build this trust suppliers must make credible
claims using credible standards -wherever they do
business.